Is Mass-Blasting Your Same Social Media Posts a No-No?


I've got some MAJOR social media guilt. With summer mode in full effect, plus heaps of work and traveling when I can, I've let my social media feeds get stale. Days have gone by where I've been M.I.A, and then I will go on a posting binge for a few days, trying to update as many channels as possible in one or two swift clicks. Are you with me on this? Should I be feeling bad about sending updates across multiple outlets at once? When there's time to do it, I love to alter and curate content to each place where you can find me (Instagram, Tumblr, Facebook, Twitter, Vine, etc), which certainly feels more fulfilling, and there's less of a déjà vu feeling for my readers and friends who follow me on all of these platforms.

Curious as to what practice may be the best use of my time when it comes to social media, I enlisted some friends for advice, who have a unique point-of-view, as they straddle both the blogging and social media worlds.  The bottom line, that I wanted to seek some advice on,  is that if a blogger truly has limited time on his/her hands, is it better to send the same comment and possibly linked photo across all channels with a simple click, or should one always strive to create original content for each platform? The two cents I received from these gals has helped to give me pause before I click all of my social media options for a single post, and I hope it helps you too!

Please note: the opinions found in the quotes below represent those of the individuals and their respective blogs, and NOT that of their respective employers.

Felicia Walker Benson:

The Blog — This That Beauty; The Job — Social Media Beauty Editor for Bergdorf Goodman
“I always strive to create unique content for my various platforms. The followers of the different platforms all interact so uniquely. But I get it….we're all super busy and don't always have the time to customize — but it generally takes very little time to craft a message that will resonate with a specific platform. I generally don't like to mass blast my content, but my blog does have a feature where as soon as a post is published, it's tweeted and shared on Facebook. But over the course of the day and throughout the week, I always customize that content a bit to make it more engaging for my followers on the different platforms. I care a lot about how my blog content is perceived and communicated, so I generally try to take the time to craft a specific message for each platform.”

Lauren Luxenberg:

The Blog — Style Savage; The Job —  Digital Communications Manager 4Ps Marketing

“I believe different social platforms exist because they target different types of audiences.

In order to maximize engagement with an outfit post for example, I find it best to use audience tools like Crowd Booster and look at what time your audience is most engaged on each platform, as it will often differ.

For example, Econsultancy says that user engagement on Twitter is highest between the hours of 5am-8am, while Facebook engagement is highest between 10pm-midnight.
What usually works best for my readers is linking to the same piece of content but using a different call to action or pointing to a different part of the article, depending on which social platform they are using. If it's a top 5 trends post, I'll share the article by focusing on a different trend for Twitter, Instagram, and Facebook respectively. This allows me to avoid repeating myself, especially for people who follow me on more than one platform. I try to make it as personal as possible.”

Grace Atwood:

The Blog — Stripes & Sequins; The Job — Director of Social Media for BaubleBar

“I have personally found that it is okay to post the same content across different channels, but I like to keep it a little bit different.  If I am supporting an outfit post, I'll pin one photo, put another on Insta, a different one on Facebook, and tweet out the post.  Besides supporting my blog posts, I guess I use each channel a bit differently (I showcase press + reader DIYs on Facebook; I use Twitter to engage with brands, bloggers, and my readers; and I use Instagram + Pinterest to share what is inspiring me. To be perfectly honest, I think its most important to focus on creating original + exciting content on your blog, and to use social media to support that.  I've found that I see the best traffic and increases in social media following when my blog content is at its best and other bloggers or brands are linking up to it on social media.”

Crosby Noricks:

The Blog —; The Job — Fashion Brand Strategist & Founder of PR Couture

“The biggest faux-pas is to schedule your Facebook posts to Twitter. The shortened link included in your Tweet is obviously coming from Facebook and thus just a repost. Because the post is likely more than 140 characters, it also means that your Twitter followers have to click through to Facebook to read the post. While this might sound like a good idea if you are trying to grow Page likes, it reads as though you care more about your Facebook audience than your Twitter audience. It's a pain for your followers (no one wants to have to click through to anything other than a link). It also makes it clear that you aren't “live” on your Twitter feed when the post goes out. As a result, you are likely to get much less engagement from that post than you would if you had written something shorter for Twitter.”

How have you been updating your various social media outlets?

[Image source:]

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About The Author

Blogging at her site Fashion Pulse Daily since 2008 and working on fashion's editorial side since 2003 has lent Julia the acumen to think creatively and endure in the colliding worlds of blogging, fashion and beauty. New York City is her backdrop for inspiration (and many a outfit photo), where she is often found on her couch, feverishly typing away at her latest post, with her trusty feline at her side. Follow her on Instagram , Twitter, and Pinterest.

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6 Responses

  1. Nikki

    I’m new to blogging and ifb. The information on here is insanely thorough and amazingly beneficial. Thank you Julia for making this post as it seems really easy to cross post but when I view myself as a reader, I would become disinterested really quickly if I found the same info on a bloggers or brands social media platforms. I think variation goes a long way and would help keep readers engaged in the long run.

  2. Onianwah

    I have bloglovin on Facebook and an automated tweet as soon as a post is published. I usually stagger my blog posts on my social networks sharing it to the different sites on different days.

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  3. OneBrokeGuy

    I’m constantly having this dilemma! I’m new to online blogging – my own blog is all about how I am broke and trying to turn my life around – and I am really conscious that I might be going to one of two extremes: social media overkill or social media freeze.

    Right now I use plugins on my WordPress blog to autopost on my Facebook, Tumblr and Twitter feeds. But, is this not just pure duplication? It worries me because will this just seem like I’m creating non-original content all the time? I’d love to have the time to be able to administrate each social platform individually, but when I’m focussing on trying to build content on my actual blog, there just seems to be so little by options!

  4. Nadya Helena

    Well, I somehow still think the old fashioned rule that “as long as nobody knows, you’re good” apply. Meaning that as long as our readers andfollowers can get to see our posts without them feeling irritated or bored (and thus revealing our marketing strategy), we’re just fine. But that’s probably just me

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  5. Sarah Lee

    These are all great points, but I’m especially digging Crosby’s points about refraining from putting Facebook links on Twitter. I can’t count the number of times I’ve clicked on a link in my Twitter feed to find that I can’t access the page because I’m not logging in on Facebook within Twitter. I rarely take the time to open the link in my browser (ok, maybe I’m lazy), but the extra step is a bit of a turnoff.

    Thanks for the tips!
    🙂 Sarah