Should Businesses Syndicate Across Social Networks?

Most Internet and small business experts will agree that businesses of all sizes should be taking advantage of social media as part of their overall plans. When you consider that the cost of entry into Facebook, Twitter, YouTube, and other platforms is effectively zero, the potential return on investment is huge.

Social MediaWhile signing up for accounts with all these different social networks won’t cost you any money, they can cost you a fair bit of time. It takes time to update your Facebook brand pages and engage with your fans. It takes time to manage your Twitter account and interact with your followers. It takes time to produce your YouTube videos and respond to the comments.

Isolated Content

The Internet certainly doesn’t exist in isolation, but many of the updates that you post on sites like Flickr and LinkedIn can stay within those spheres if you don’t actively encourage the sharing of that content across platforms. If you’re hosting a contest or giveaway on your Facebook page, for example, it helps if people are also talking about it on Twitter, Reddit, and StumbleUpon. That spreads your net and expands your reach.

Given this, you may be tempted to syndicate all of your content across all the different social networks. This way, you don’t have to go through the process of manually re-posting all your content across these various platforms. There are many apps, services, and options out there that make it so that every tweet, for example, is also automatically sent to your Facebook page.

This sounds incredibly convenient and efficient. By doing this, you can capture the audiences across all the platforms in one fell swoop. However, it may not necessarily be the strategy that you want to use.

Content Out of Context

Each of the different social networks and social media platforms exist for different reasons and operate using different mechanisms. Hashtags are the norm when it comes to Twitter, but they’ll look very out of place on Foursquare or Facebook. Similarly, the kind of posts that you’d put on your LinkedIn profile may not be the kind of content that your Twitter followers may want to read.

Absolutely, having quality content is going to be one of the biggest determining factors of the success of your efforts, but that content needs to be catered to the platform and catered to the audience.

The Risk of Oversharing

Realistically, this is the biggest reason why you might not want to syndicate your content across every social network. It’s one thing to try and increase your brand presence and expand your reach, but you very easily run the risk of annoying your customers with over-promotion and over-sharing.

Yes, it is commonly acceptable to syndicate the RSS feed from your company blog through Facebook, Twitter, Google+, and other platforms, but cross-sharing across the various platforms can sometimes be too much. In this way, it may be prudent to be more selective with what you cross-share.

What are your thoughts? How do you feel about brands that syndicate all their social media content?


A professional freelance writer and published author, Michael Kwan has a fervent interest in technology and is actively engaged in social media. Follow him on Twitter: @michaelkwan.

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