Social Media is all about sharing. Sharing insights, sharing information,
Not everyone is using social media at the same time however.
Some people use it throughout the day, others just a couple of days a
So how can a business ensure that their clients and followers see the
information that is shared by the company on social media?
Is it acceptable to post the same information a number of times, or
should the business focus on encouraging their followers to be following
at the time the company shares their information?
At some point in time, a choice will need to be made - Should You
Re-tweet That Tweet?
If we compare social media practices to real world social interaction
practices, re-tweeting something you have already said could be compared
to sharing a story with one friend about your children winning first
place at the sports festival, then walking over to another friend and
sharing the exact same story, and then moving onto another friend...
I've been to many a gathering and have seen people repeating their
stories, and the crowd seem to clue on pretty quickly about what is going
People see this as overemphasising the story, trying to give it more
importance than it may actually have, and they react negatively to it.
It doesn't matter if the story is a great tale worthy of being set in
stone, more often than not the more times people see or hear it, the less
they like it.
It's tempting to categorise re-tweeting a tweet (or re-posting a post)
the same as "that guy with only one story", however, that's not the
Unlike a real world social gathering, where everyone is present and with
at least some awareness of things going on around them, social media
followers are not always present and can be very easily distracted when
they are on-line.
Despite the fact that around 10 million Australians are on Facebook every
day^, few, if any, are actively there 24 hours a day, and with
only a fraction of the followers in your network receiving each
individual content item you publish the chances of a social media post
being missed is extremely high.
This is why re-posting your social media content is an actually an
acceptable thing to do.
Compare the practice to that of a TV or Radio station, who regularly
repeat the top stories of the day.
It isn't because they don't have any new stories to cover, it is because
not everyone tunes into the 7am broadcast.
If the information you are sharing is valuable enough, people will accept
the repetition rather than reject it.
It is very easy to cross the line however, and come out looking like
you're desperately trying for everyone in the entire world to know you
have a new blog article on your website.
There are best practices and bad practices that you should consider when
re-posting your content on social media.
You don't need to re-share every type of content.
The more valuable the content is, the more acceptable it is to re-post
While it might seem like a good idea to re-post a photo that received a
lot of likes, re-posting the same photo won't be received the same way
the second time around.
Generally speaking, the best type of post that can safely be re-posted is
a link post - be it a link to your blog or website, or links to
other content you want to share.
Re-posting other content, especially those with the same image can look
like you're platform is just stuck on repeat.
Change Up the Message
When re-posting or re-tweeting, don't re-post the exact same post / tweet
- and be certain to change the image.
For example, if your typical link post looks like [Article Title] [Link]
[Hastag], then try a completely different format when you re-post the
The second post could be a question related to the article followed by
the link, or you could include a block-quote from the article followed
with the link.
The more you change the format, the less your page will look like it is
being managed by an automated script.
Get the Scheduling Right
When it comes to timing your re-posts, each social media platform has
it's own requirements.
Twitter is very busy. A tweet can get lost among the clutter very
quickly. And for this reason, you will want to re-post more frequently
than the other platforms.
Re-tweet a tweet 2 hours after the initial post, then once the following
day, then once the following week, and once the following month, and one
more time 2 months after the first post.
Again, remember to change the content of the message so your feed doesn't
look like you're just hitting 'repeat' every few hours.
Facebook and Google+ are much more forgiving. The lifespan of content is
longer, and it is easier for people to follow up on what you've posted in
the past week/month if they are interested.
It's safe to re-post on Facebook and Google+ a week after your initial
post, following up again a month later.
When it comes to getting the balance right with your audience however, it
is very much trial and error.
Consider what you deem to be enough, and not too much.
Try one schedule, and measure the results. If your followers mention
something, or start to leave en-mass, then you know your current schedule
is too much and you need to cut it back.
So there we have it.
Done appropriately, and with some attention to detail, re-posting your
link posts is an effective way to ensure that your content has a longer
lifespan, remains useful and accessible by your followers, and has the
potential to reach a much wider audience than just posting it once and
hoping for the best.
These incredible stats show exactly how huge Facebook is in
Do you repost your content? What are you thoughts on the
practice? Start a conversation on the iASP Central Facebook Page or Get in Touch.