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How to republish your content across social platforms

It's a good idea to consider your blog as your content home base on the social web, and to syndicate some of that content to Twitter, Facebook, etc. Mainly because of John Robb’s law of weblog hosting:

Never (under any circumstances) publish a weblog to a domain that you do not control.

I think you should use your own website (on your own domain) as your web publishing home base and your social media real estate as satellites of this home base. How then do you automate republishing your content across social platforms to drive traffic to your site(s)?

Here are a few tools, plugins and scripts to make cross posting a lot easier for you:

From your WordPress blog to...

From your Tumblr blog to...

From your Facebook Page to...

From your Google+ postings to...

From Twitter to...

From your YouTube channel to...

From your YouTube favourites to...

Which tools do you use to post across the social web?


Most effective auto-posting apps for Facebook Pages

From Study: Auto-Posting to Facebook Decreases Likes and Comments by 70% @ insidefacebook.com

Many companies, public figures, organizations, and news outlets (including our own) use auto-posting apps to create Facebook Page updates by syndicating their Twitter posts or converting their blog post headlines. This increases efficiency by relieving the admins of these accounts from having to copy and paste headlines and links from one platform to another.

Facebook, however, depreciates third party applications over manual posting. According to a recent study by edgerankchecker.com, engagement ratio overall drops at least 70% per post. Check this infograph for an overview of popular auto-posting apps:

[Update] From Management Tools From Having Posts Hidden in News Feeds @ insidefacebook.com

We’ve now learned that Facebook maintains a secret whitelist of companies that are exempt from having content posted through their publishers consolidated across different Pages and clients. This protects them from a reduction in news feed impressions. The whitelist includes some top enterprise Page management tools from the Preferred Developer Consultant program including Buddy Media, Vitrue, Involver, Context Optional and Syncapse. Facebook has forbidden those included from discussing the existence of the whitelist. Facebook has confirmed with us that “trusted partners” are having their posts treated differently.


How to integrate social into your corporate website

According to Altimeter's Jeremiah Owyang, the evolution of integrating social into your website is getting closer to maturity.
Evolution of the Social Integrated Website (version 2.0, april 2011)

So far, he sees websites who integrate "social" do either of these:

  1. Social linking e.g. by using "Follow us on Facebook" buttons. Owyang: "Companies that link away, are sending away their decade of hard earned investments getting customers to come to their website."
  2. Social aggregation, the process of collecting content and trusted discussion from multiple social platforms, like Facebook, Twitter or blogs. Owyang sees three ways of doing so: Basic Feeds (e.g. "What people our saying about this topic", unmoderated), Curated Aggregation (e.g. pulling in Twitter feeds to show how people are reacting to this content), and Contextual Aggregation (e.g. social sign-on with Facebook, Twitter or LinkedIn).
  3. Social publishing: publishing all the information back out. Passive Sharing (allowing people to share or "like" whenever they feel like it), Active Sharing (encouraging people to share it by making it easy for them)
  4. Social Context: really personalised information based on their online behaviour and preferences. Two kinds: social content (based upon their profile), and social and contextual content (based upon the people I know and trust, e.g. Amazon recommendations).
  5. Seamless integration where you can't tell the difference between the social web and the corporate website. Content will just assemble based on where you are.
  6. Hear the full story in this recorded webinar:

    Secrets of Engagement: Leverage Social to Unlock User Value on Your Site from Janrain on Vimeo.


Social media plan: Psoriasis 360° by Janssen

Just a quick screenshot but it illustrates their approach well, viz.

Connecting multiple social platforms and a hub from the value website with strategically aligned value conversions.

Further reading: