With so many social media platforms out there, managing, posting and analyzing each platform can be extremely time-consuming. Having an effective social media strategy is crucial in today’s market to help you build your audience and win potential customers. Unfortunately, understanding how to share your content across channels effectively isn’t always clear and this is why many marketers turn to cross-posting.

What is Cross-Posting?

Cross-posting is sharing the same message across multiple social media platforms at one time, making it easier to stay active on social media. Marketers who cross-post often think that doing so gives them more exposure for their content and increases user engagement. By regularly posting content to all platforms, there’s a belief that you can reach more people, grow your online presence and drive website traffic. Even though this practice can be a great time-saver, is it an effective social strategy?

How to Avoid Cross-Posting

Time-saving aside, in the long run, cross-posting is not an effective social media strategy. We typically see different audiences with varying needs and interests engaging with brands across social platforms, so posting similar content on each isn’t beneficial. This is especially the case with B2B brands, where we tend to see thought leadership content perform and resonate better with LinkedIn audiences compared to Facebook fans. So, how should you approach your social media posting strategy?

  • Align your social strategy to your business goals. Brands often leverage social to deliver against multiple objectives, such as building awareness and generating leads. Certain platforms are better suited for these objectives than others, making cross-posting a misstep.
  • Examine your audience across each platform and optimize your content to resonate with their needs. Maintain a pulse on which audiences are following you and what content resonates best with each group. This will help you determine the types of messages to post on each platform.
  • Understand the differences and benefits to each platform, not just from a posting standpoint, but from a behavioral standpoint. Behaviors on calls to action vary across platforms and should be taken into consideration when developing content. For example, you wouldn’t push LinkedIn users to purchase your product like you would on Facebook. However, you could push them to read more about your product in the form of a white paper or testimonial.

While cross-posting may be the easy way to tackle social media, you could end up with poor results. Take the time to develop quality content and tailor messages specific to the audience for each social platform.

Jamie Gyerman is Associate Director, Optimization at AKHIA.