Social sharing is a key part of building your online presence and followers – once you’ve written that awesome blog post, you want to let everyone know about it.
Tools like Hootsuite make it easy too. Pop in your message, add the link, tick all your profiles and hit “Send”. Bingo – your blog is shared across Twitter, Facebook, LinkedIn and Google+ in seconds.
But sharing in this way isn’t going to get you the best results.
For starters, many of your fans will be following you across multiple platforms and they are going to see the same message from you 4 times. Or they may be offline and never see it at all. And while it’s OK to tweet your blog post more than once (within reason) you don’t want to repeat yourself elsewhere.
Secondly, you’re not making best use of each platform’s capabilities. You don’t want to limit your other updates to the 140 characters Twitter allows and it’s a good idea to tweak your message for each audience. And while you might put a hashtag or two in your tweets, they will be meaningless on Facebook.
Next, think about whether the audiences differ on each platform. If your Facebook fans are mostly customers while your LinkedIn connections are mainly networking contacts, the exact same message won’t be effective. Try emphasising different points to each. Another consideration is timing – people may well be active on platforms at different times, in which case sending all updates at the same moment just doesn’t make sense.
Finally, If you’ve linked your accounts (so that updates on one platform automatically appear on another) I highly recommend that you unlink them. As well as the reasons above, it can make a real mess of your feeds. How many tweets have you seen saying “I posted a photo to Facebook”? Without the image, it’s meaningless and if you do it frequently, it will lose you followers. Thankfully you can no longer display tweets on LinkedIn, and as a result, LinkedIn feeds are now much more relevant and informative.