Cross-Platform Posting: Is It Worth It?

It’s obvious that this post isn’t meant for Facebook.

When there’s not enough time in the work day to get all the tasks done, which let’s be honest, who hasn’t been here, it seems like common sense to autopost your social media posts across all your platforms. But the time you save with your autoposting, could be hurting your social media presences.

The Problem

Social media is about having authentic relationships. In higher ed, this means creating relationships with a wide range of different audiences, including students. By posting the same exact message to multiple channels your audiences will recognize that you’re posting the same thing across the board. Nothing about that says authentic. Have conversations with your audiences, rather than at them. Start by being real, posting to each channel separately and tailoring your messages.

How will your audiences be able to tell? Each social media platform has certain features that are specific just to it. On Facebook, you can like and comment on posts; on Twitter, users use hashtags, @ replies and RTs. Write a great post for Twitter and cross post it to Facebook, and then all of a sudden you have hashtags on Facebook, which serve absolutely no purpose there. Nothing says “We want to build a relationship with you, but not by putting in the work it requires,” quite like obvious autoposts.


There are some easy ways to help alleviate these problems. Taking time before you post can make getting everything done much more of a possibility.

Planning is key to beginning to move your social strategy in the right direction. Start off with a content plan. Not only will you never wonder, “What am I going to post today?” but you’ll also be able to write different posts for each of your social channels in one central place. This will help make sure you diversify content, and avoid those dreaded hashtags on Facebook. It’s also a great way to proofread posts before they go out, and make sure they’re timely and relevant.

Schedule your posts to release on to their respective channels. I know what you’re thinking, “Doesn’t this go against the authenticity of social media relationships?” And the answer is it can if you don’t do it correctly. By scheduling, you can ensure your posts are spread out throughout the day, and are on the correct channel without having to stop everything you’re doing at intervals throughout the day to post. This doesn’t mean to completely ignore the interactions coming in from these posts. You still will need to monitor and respond when necessary. You can set up alerts on programs like Tweetdeck to show you when someone has responded. This way your entire day isn’t taken up with social media, but you are still reacting and creating those relationships.

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