I know what you're thinking... "wow, this is efficient!"
You've just discovered that you can create links from Instagram to Facebook, Facebook to Twitter, and so on. Then, the post your share on Instagram magically feeds through to Facebook with no extra effort on your part! Woah.
Sure, the shortcut seems like a super way to save time and reach as many members of your social media audience as possible, but it's definitely NOT effective.
Here's why you must resist the temptation to connect your business' social media accounts:
- You're sharing the exact same message twice.
Surely you have some fans who follow you on multiple channels. They are going to see the exact same thing two times, maybe three. That's annoying. You risk losing followers if you bombard them with repeat messaging.
- Misuse of Hashtags.
We all have those couple of friend who have a million hashtags in their Facebook posts. Unless they just really love hashtags (#totallypossible), they likely posted that image to Instagram first and it fed to Facebook. Hashtags are essentially meaningless on Facebook really. The purpose of a hashtag is to join a conversation and have others join yours. Facebook is far more private than Instagram and Twitter, and if your settings are correct, random people will not be able to read your private posts, even if they search a hashtag you've used. For business pages, hashtags can be beneficial – but not 12 of them at a time. One of two is more than sufficient if you want your public posts about a certain keyword to be found. Alternatively, posts made on Facebook and then sent to Twitter automatically likely have no hashtags at all - what a missed opportunity.
- The audience is different.
It is well known that different types of people prefer, and engage on, different social platforms. The audience on your Instagram account is not the same as the audience on Facebook... and especially not on LinkedIn. If you share content that is platform and audience specific, it will be far more effective than simply sharing everything on every channel.
- Image sizes are different and don't always feed properly.
A picture that looks great on Instagram or Facebook will likely not look so great on Twitter. Also, have you ever seen one of those tweets that include a link that says “http://fb.me/123XYZ”? That signals that there is an image on Facebook, but your audience may never actually see it.
- It's just not authentic.
When the same posts come out at the same time on every platform, it doesn't go unnoticed. If you're working to build a connection with your audience and hoping to offer them value that reaches them where they are today, blanket statements plastered on all of your feeds are undermining your efforts and don't adequately tell your story. Posts that don't originate on their intended platform appear automated, and your audience wants to connect with you, not a robot.
Remember to think about what your audience on any given social media platform really needs from you. Sure, connecting everything makes it "easier" today, but it won't help you reach your social media and business goals.