Q: I’m in charge of updating my company’s Facebook and Twitter, but I don’t know much about Twitter and I don’t really have time to update it. Is it ok to set up an automatic re-post from Facebook to Twitter?
A: We don’t recommend it. Here’s why:
1. Facebook content shouldn’t be the same as your Twitter content. They’re very different platforms that reach different audiences. What makes an engaging Facebook post is not necessarily going to translate into an engaging Tweet, and that engagement is what it’s all about.
2. Twitter has it’s 140 character limit, and the auto post will automatically truncate your Facebook post to fit the character limit with a link. You don’t have the option to tag other Twitter users or add hashtags, which are pretty crucial to success on Twitter.
3. Twitter users are far less likely to click on a link to Facebook. They’re following you on Twitter for a reason – they expect original content.
4. If your followers are following you on both platforms, they’re likely to see the same material twice, and not very likely to engage with a duplicate post on both platforms. If they’ve already Liked it on Facebook, they’re unlikely to even click on it from Twitter.
5. If you’re not actually using your Twitter account by following other users and Liking and Retweeting their posts, your own account is unlikely to gain new followers. If all you do on Twitter is re-post your Facebook updates, few people are going to be active followers.
6. Twitter has an algorithm just as Facebook does, which tells it which posts to show in users’ feeds and which to ignore. Obviously, just as with Facebook, accounts which get a lot of engagement are more likely to have their posts show up in followers’ Twitter feeds. Chances are, your auto-posted Tweets aren’t being seen by many people. You can check how many people see your Tweets by going into your Profile page on Twitter and clicking on the three bar symbol under your Tweet. This will show data for any given Tweet. Want a bigger picture? Logon to your Twitter account and go to http://analytics.twitter.com.
So what should you do? My first suggestion is to take the time to evaluate whether or not you actually want and need that Twitter account. If you’re not actually using it, why have it at all? Followers can tell that you’re not updating it directly, and your Tweets probably aren’t being seen by many, so why bother? The best answer may be to close down your Twitter account.
If you really want a Twitter account, obviously the best idea is to learn how to use it. Twitter has a great “Getting Started” guide to help you with the basics. http://support.twitter.com/categories/281. Additionally, there are tons of resources on the web to help you learn how to write effective Tweets and give you tips on how and when to post. This page offers pretty comprehensive tips on using Twitter for small businesses. http://www.simplybusiness.co.uk/microsites/twitter-for-small-businesses/.
There are also lots of tools to help you write and schedule your social media posts in advance. Hootsuite and Sprout Social are just two options. Note: be careful when scheduling Tweets in advance. They can “go wrong” if your Tweet goes out at an inopportune time. One example of this is a company which created a Tweet including the phrase “blowing up” which coincidentally went live during the Boston Marathon bombing.
As always, D. Cohn Communications is here to help you make the most of your social marketing. If you don’t have the time, staff, or resources to effectively use your social accounts, maybe it’s time to consider hiring some help. Give us a call and we’d be happy to go over how we can work with you to improve your social media presence for effective marketing.