You know that social media is an important outlet for sharing content, interacting with potential customers and building brand loyalty. It’s no longer a secret, in fact, not sharing content on social media has become a dated and ineffective tactic.
Is one share enough? If you create a solid blog post that has great potential but only share it once, are you doing everything you can to attract attention? Or are your efforts falling short? Put simply, the answer is the latter, re-sharing content is just as important as the sharing of original content. Not sold? Keep reading to learn why you should establish a re-sharing schedule today.
Traditional Reasons Not to Re-share
Perhaps you have a few reasons in mind that re-sharing content might be a bad idea. In the past, many organizations felt as though re-sharing could do more harm than good. One reason that most brands don’t re-share content is a lack of time. If you’re going to use your time wisely, you might feel as though it should be spent creating new content. Why waste time on something that’s already gone public?
Another reason that brands don’t re-share content is because they’re afraid of the perception they give off. You may worry that if a follower sees the same post a few times, they could consider your content to be spam or less valuable than a brand that creates new content on a constant basis.
The time to put these misconceptions to rest is now. Following are reasons that re-sharing content on social media is more important now than ever.
Think About the Power in Re-Sharing
If you share a post once and it goes viral, congratulations. It can happen. However, it’s more likely that it won’t. Instead, there’s a higher likelihood that content will be interacted with by different people during each share.
This graph from Marketing Land demonstrates the power in re-shares. Each peak indicated with an arrow represents a share. Some of the shares resulted in almost as many interactions as the original. These would have been lost if the content was only shared once.
Some networks, like Facebook, have made changes to display content based on popularity rather than actual timing. Others, like Twitter, rely entirely on whether or not a follower happens to be on the network when certain content is shared. When others share content, each previous post is pushed lower and lower until it’s missed altogether.
The infographic below demonstrates the best times to post on social media sites. However, mixing up timing can increase the odds that various followers will have access to the blog posts you share.
Maximizing the Effectiveness of Re-Sharing
Once you’re sold on the importance of re-sharing content, establishing a schedule is critical. Consider the following tactics to get started.
1. Find the Right Tool
If time is an issue, finding a tool to help automate the re-sharing schedule is critical. Tools like Buffer and CoSchedule allow you to create a queue of new and older content, along with captions, titles, mentions and hashtags that can be shared across multiple networks simultaneously. Find the tool that you’re most comfortable with and get started.
2. Figure Out Your Queue
Think about how often your content should be shared. Consider testing various methods and track the effectiveness of each one. Once you find your groove, create a schedule that includes the following.
- The original publish on the same day that content goes live on your site.
- Shares across multiple social media accounts on that first day at various times.
- A second day share.
- A second week share.
- A second month share.
Obviously this should vary depending on the time-sensitiveness of the post in question. If you post an article about a major anniversary for your company, a second month share probably doesn’t make sense.
After the initial sharing cycle, consider using older posts on a quarterly basis, just to keep it fresh and to reach new followers that may have missed the first round of posts.
3. Track Your Efforts
If you find that certain post times don’t garner the engagement that you’re looking for, try something else. Just because you have created a schedule doesn’t mean you’re married to it. Keep trying, and adjust as needed to maximize your re-sharing effectiveness.
4. Make Your Content Appealing
Sometimes a headline can make or break a blog post. If approached incorrectly, no amount of re-sharing will help your cause. Do research into what makes a headline effective and modify how you write your own headlines. If a post continually falls short, consider renaming it and starting it through the cycle again.
5. Use Your Audience
Take advantage of re-shares that come from your followers. Every social channel makes it easy for users to repost or share content that they find appealing. Just to be sure that it works, ask your followers to share what you create. A little asking can go a long way. Also, on your actual blog, make sure social sharing buttons are displayed prominently. The fewer barriers that exist, the more likely content is to be shared.
The time to establish a re-sharing schedule for your blog is now. Consider the reasons and tactics listed above and rethink how you view social media sharing today•