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To Sync or Not to Sync? The Case Against Cross-Posting to Facebook and Twitter
By: Christine Geraci
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When it comes to social platforms, Facebook and Twitter are "the big two." And not surprisingly, both offer ways for users to sync the two together and cross-post in order to save time and resources.
Cross-posting to Facebook and Twitter is better than doing nothing. But frankly, we feel cross-posting just isn't a good idea, and will ultimately hurt a social campaign instead of help. Here's why:
First off, Facebook and Twitter serve vastly different purposes. Interaction aside, Facebook values organically-created, rich media content, such as videos and pictures. Twitter values up-to-the-minute sharing of quick-hit information. This means that by populating both with the same content, you're only going to get it right 50 percent of the time. 
There's a character limit. So in the case of automatically posting Facebook posts to Twitter, tweets will be cut off...awkwardly. 
It suggests laziness. Even if they don't follow both accounts at the same time, people will be able to tell when an organization is cross-posting. They'll see it in the awkward trail-off of a tweet (see above) or the odd presence of hashtags in a Facebook post. And it's a bit of a turn-off, especially when you can't even be bothered to tailor a link intro for Facebook to fit within 140 characters on Twitter.
It's a tad less than human. It's still possible to make it look like a post was organically created by a human being sitting somewhere and making an effort, even if no such human being exists for an organization. Utilize a social dashboard that allows content to be scheduled, thus posted simultaneously to Facebook and Twitter. This way, the content can still be tailored to the platform without taking up too much time.
People want different things from both platforms. If they constantly see the same stuff on both channels, they will get bored and stop following. It's all about keeping people engaged and interested. Two different accounts spitting out the same recycled content does not an engaged online community make.
Still, it's a service that's still alive and well, so it must be working for someone. Do you see success in cross-posting? If so, tell us about it in the comments. 

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About the Author
Christine Geraci is the Social Media/Promotions Specialist at MVP Health Care in Schenectady, NY. Connect with her on Twitter @christinegeraci.
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