Best Practices on Repeating Posts

Best Practices on Repeating Posts

A good social media marketing plan revolves around keeping your content pipeline up and running to actively engage with your audience. 
However, it is equally important to avoid redundant, and duplicate content that may come across as spam to your audience. 

With Zoho Social, you have the option to repeat a post once every week, or month, when you're scheduling posts on a date and time of your choice. You can set posts on repeat to remind your audience about upcoming events, or important updates that they might otherwise miss. However, repeating the same posts several times across social channels can come across as monotonous to your audience. In addition to that, almost every social network out there sets guidelines that do not propagate duplicating the exact same content repeatedly-- as this is considered as spam. 

You may not realise it yet, but when you repeat multiple posts consistently across multiple social accounts, this can result in a variety of enforcement actions by social networks. These actions could involve limiting your ability to publish posts, or even the suspension of your social account(s).

On the 21st of February 2018, Twitter announced its guideline on automation of tweets and the use of multiple accounts. These guidelines explicitly discourage any attempt to repeatedly schedule the same content across multiple accounts. According to Twitter, these tweets could inflate the prominence of certain tweets that could come across as spammy, abusive, or manipulative in nature. For more information, you can always read more about Twitter Rules, and their Automation Rules to understand how they define spam:
  • Posting duplicative or substantially similar content, replies, or mentions over multiple accounts you control, or creating duplicate or substantially similar accounts, with or without the use of automation, is never allowed.
  • Posting multiple updates (on a single account or across multiple accounts you control) to a trending or popular topic (for instance, through the use of a specific hashtag) with an intent to subvert or manipulate the topic, or to artificially inflate the prominence of a hashtag or topic, is never allowed.

Twitter Rules clearly states that the failure to comply to these practices may result in Twitter taking one or more of the following enforcement actions:
  • Requiring you to delete prohibited content before you can again create new posts and interact with other Twitter users;
  • Temporarily limiting your ability to create posts or interact with other Twitter users;
  • Asking you to verify account ownership with a phone number or email address; or
  • Permanently suspending your account(s).
In addition to Twitter's guidelines, other social media channels have also emphasised the importance of avoiding the automation of duplicate posts. You can go through Instagram's Community Guidelines that encourage users to foster meaningful and genuine interactions:
Help us stay spam-free by not artificially collecting likes, followers, or shares, posting repetitive comments or content, or repeatedly contacting people for commercial purposes without their consent.
Wondering how you can effectively utilize the Repeat Post feature on Zoho Social? 

Here are some tips you can follow when you're repeating posts multiple times:

  • With the help of our Publishing Calendar, you can always make sure that your content is spread out evenly across the month so you don't overwhelm your audience with a lot of repeated posts. This practice will not only help your Brand increase engagement but it'll help you avoid spamming your audience with the same content multiple times in a week, or month. Try to use the weekly repeat feature sparingly to avoid publishing duplicate content that could be considered as spam. Having a variety of posts spread across your social accounts is one way to make sure you keep away from redundant posts, and spam.
  • Additionally, you can avoid replicating the exact same text when you're repeating your social media posts. To edit your repeated posts, you can head over to your Publishing Calendar, and filter your Calendar view to find all your repeated posts by selecting Scheduled Posts from the Post Type filter, and then Repeat Posts from the Schedule Type filter.

    You can also modify your Repeat Posts directly from Scheduled Posts in the Posts tab and make required changes to the text. It's always best to keep your content authentic, original, and fresh, when you reach out to your audience. 

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