In the world of social, we as users tend to judge businesses based on how active they are. If they seem like the type of establishment that signed up for a Facebook account, posted a couple times, and then vanished forever, we're probably not going to have as great of an impression as a similar business that consistently puts out updates and content. Think of it this way: without knowing anything else about two similar businesses, would you rather contact one that seems active and responsive, or one that has been more aloof with when they choose to update their accounts?
We've seen that social can have a significant impact on search. Look up most reputable companies on Google, and you're likely to see their Twitter and Facebook accounts right below their actual website in the search results! While bigger companies have huge teams that are dedicated to building out new content and constantly monitoring their social networks, your small business is more likely to be a one-man show when it comes to social and content creation. How can you get your business more active on these social networks? The answer lies in sharing your created content more strategically.
Some time ago, the folks at Buffer wrote a great, detailed piece for why you should share your written content more than once. It comes down to 3 simple reasons:
1. You'll generate more traffic
2. You can hit people in multiple time zones or periods of the day
3. You can reach new followers if your article is still relevant in the future
Most companies struggle to find new things they can post on their social channels. They may write a unique and useful piece of content, but only share it once, meaning that single instance was the only time people might ever get the opportunity to see it! Instead of a "one-and-done" approach, you're far better taking that blog article you wrote and sharing it sporadically in the future. Keep in mind that some content will naturally fare better than others—you wouldn't want to reshare something that was time-sensitive and no longer useful!
While there is no perfect mathematical equation for what will work best for your business, you can use this mockup from SearchEngineJournal as a guideline for Twitter, Facebook, Google+, and Tumblr.
They suggest sharing a new blog post on Twitter several hours after you first write it, to help capture more views. Facebook, in comparison, has a much longer suggestion: waiting a week. This is because the shelf life of tweets is far shorter than that of a Facebook post. In other words, people are still likely to see a Facebook post after a day or so, whereas with Twitter they tend to get buried in a sea of other tweets more quickly.
What's your strategy for reposting content? Does it work for you? Let us know on Google+!