If the decision whether to repost a message on Facebook or Twitter is your biggest existential dilemma, then you’re in good shape. That doesn’t mean the dilemma is insignificant. In fact, defining a coherent and effective policy of when to repost content is an increasingly important task for B2B marketing professional ramping up social media use for their organizations.
While your personal aversion to repeating yourself may suggest a no-reposting policy, collective experience says otherwise. Belle Beth Cooper of Buffer cites research that emphasizes reposting the same content is unobjectionable when done in moderation, but also, more importantly, that it works. You’ve probably already read some persuasive blog posts showing that if you post the same messages up to four times, you will drive more traffic to your website by reaching people who live in different time zones, have different social media routines, or missed your earlier messages amidst the noise.
People now expect reposting of the same content. Most people won’t see you as spamming them if you tweet up to five times per day, especially if you mix in new messages, reframe your repeat tweets with new headlines or emphasis, and, of course, provide interesting content. Basically, if you’re putting some effort into it, you should neither worry about driving away customers or be concerned about filling up their Facebook or Twitter feeds.
Two things can happen when you repost a message. First, a follower sees it for the first time. Great—you’ve reached a new person! Some percentage of followers in this group will repost and/or click on the content, and your social media strategy is working. Data show that retweets and shares may decline with each reposting, but the overall number of retweets and shares from reposts will likely outnumber those from the original post. Also remember that you are always acquiring new followers, so reposts from weeks or even hours ago will certainly be new to some.
The second possibility is that a follower sees a post he or she has already seen. This is also a positive development. We all know from experience that it often takes two or three exposures to remember someone’s name or finally decide to try a new restaurant. Repeat exposures, especially in an information-saturated world—are essential for getting one’s message across. When a follower (who, remember, has chosen to receive your content) sees something of yours for a second or third time, your message may finally sink in. Especially if each repost offers a slightly different take on the original, you will not be punished for doing what everyone expects you to do—and what most people want you to do. Clicks will ensue.
In short, your followers follow you because they don’t want to miss what you have to say, so give them what they want! Agonize no more over the decision to retweet and repost. Do it intelligently, but do it. You will be rewarded with more clicks, more retweets and shares, more followers, and, ultimately, more business.