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Should We Tailor Photos to Our Social Networks?
By: Christine Geraci
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These days, it seems "third-party app" is the new four-letter word.
 
We all know how Facebook's Edgerank algorithm punishes you with greatly limited visibility if you use them. Facebook even gave you the ability to schedule posts within the API itself, making the noose a little tighter around the necks of third-party apps like HootSuite.
 
Then, Twitter broke up with LinkedIn. And since engaging with others on LinkedIn now actually means you have to sign in to LinkedIn instead of automatically sending tweets to your LinkedIn activity stream, we'll be able to see which emperors really do have no clothes.
 
These are two significant examples of why cross-posting isn't always a good idea. Also, it adds a few more underscores to the argument that each social network needs its own time, attention, and content.
 
But does that mantra apply as heavily to photo-sharing? If not, should it?
 
Cross-posting is actually encouraged via photo-sharing apps such as Instagram, Camera+, etc. Every picture you take can be posted to your Twitter stream or Facebook Timeline. The algorithms for both Facebook and Twitter seem to play pretty nicely with images. Plus, you may be thinking: a photo is a photo is a photo. Who's to say your Twitter followers won't like the same photo your Facebook fans commented on for days? 
 
I, for one, feel it's only a matter of time before users grow bored of seeing the same photos in different social spaces. 
 
Thus, it's likely only a matter of time before the rampant cross-posting of photos will die down. A compelling, poignant image may indeed work across multiple social networks. But it is possible to tailor images to the social network they are being posted to. For instance, photos of an event can be tweeted the instant they are taken. A compilation photo album of said event can go on Facebook. Select "outtake" images can be stylized and shared via Instagram. 
 
Sure, this could be a problem for a small business or organization with little time to devote to its social presence. But it could be done.
 
What do you think of cross-posting photos to multiple social networks? Is this part of your strategy? If not, why?


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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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