Why You Need To Stop Automatically Pushing Your Messages Using Social Media

(Early) last year, I used to advise clients to use tools such as HootSuite or Ping.fm to send one message to many people.

I thought it would be more effective for time management.

Thing is, it was easier for my clients; not for the END USER = their clients.

Pushing content along automatically to different channels/sites is not only pointless, but it can actually be a detriment to your brand and message.

Here’s why:

Let’s say I automatically deploy content that is linked from my Facebook status update to my Twitter feed (which I used to do).

If my status update is over the 140 character maximum, Facebook creates a URL to direct the reader back to Facebook.

If I have a call-to-action in my Facebook status directing my reader to yet another destination, that’s a minimum of THREE clicks (from Twitter > to Facebook > to my website) to get to the content.

The next time I ask my reader to “click here”, they’ll think twice before they follow me “down the rabbit hole”.

Facebook, Twitter, LinkedIn ALL have different uses; different ways to connect with people.

Don’t assume the same message is useful (or received well) on all the other platforms.

Particularly feeding your Twitter updates to LinkedIn!

Twitter is a constant stream of information – like a Water Cooler.

LinkedIn is the place to connect with your business connections.

In a business meeting, you wouldn’t simply announce  if you’ve gone for a walk with your dog or were frustrated with a brand or business (unless it was a casual chat between associates/friends).

The bottom line is that Social Media is about CONNECTING. That means conversation – not just pushing all your messages around to make noise.

Less noise + relevancy = eyeballs.

As a caveat, the only exception I can think of is automatically forwarding your blog post to your Facebook status.

Facebook provides the long link back to the specific blog post and it’s a great way to have your “pushed” message reach your Facebook audience. There are no hoops to jump through, no “rabbit hole” to fall into.

Are there any other exceptions where an automatic forwarding of content is acceptable?

Or do you push out one message and have it update everywhere?