How to Easily Double Your Traffic from Social Media

Many businesses are publishing content as a way to build their audiences and increase traffic to their websites. However, they may not be getting everything they could from each piece of content they create.

If you are serious about your content, then you also need to be serious about driving as much traffic to it (over social media) as possible. One great way to do this is to share your content on social media more than once. Sounds pretty simple, right? Let’s take a look at a hypothetical example:

social sharing double traffic

Immediately after publishing a new blog post, we promote that post on social media. When we share it with each of our networks, we garner a certain number of clicks for each share. In the chart above, I hypothesize about a post that is sent to Twitter, Facebook, and Google+ immediately after the post goes live. The return on the effort looks great.

What happens when we share a link to that post a second time the next day? Does the traffic double? Based on the law of diminishing returns, no. That’s not quite what happens during the second round.

But, if we share the content again a third time, the traffic (for the second and third sets of shares combined) more than doubles. How can you argue with results like that?

Of course, this is a simple (and hypothetical) example, but the point is the more often you share, the more likely you are to get clicks. The big question most of us have is whether this type of thing really is ok?

Is It OK to Share Content More than Once?

Sharing your content multiple times on social media can trigger strong reactions. Some people don’t care for the practice of sharing the same content more than once on a social account, but, as is often the case, it is hard to argue with results. Awhile back, I shared the strategy my own startup uses to promote blog content on social media. Guess how many complaints we’ve received from the practice?

Zero.

The reality is that no one really cares, or even notices. And if they do, what is the worst thing that can happen? I mean, really? One aspect of marketing we often forget is that no one notices everything we do.

Your social media followers aren’t like RSS subscribers who see and read every post. In fact, sharing more than once probably is an essential part of providing your audience with the value you promised them. If you don’t share your links a few times, they may never see any of your updates.

How to Not Be a Spammer

I once was a guest on a podcast where the host was having a heyday complaining about a few Twitter users who were sharing content too much. His complaints were valid. The users had installed a certain plugin that shared their old blog posts (randomly) once every single hour. It was too much, and it seemed like spam.

While that strategy might lead to additional clicks (in the short term, at least), it is not the type of practice I am suggesting in this post. If you share too much, people eventually will learn to ignore your tweets, and probably will unfollow you altogether. If you are going to start sharing your content more than once, you need to abide by a few ground rules, such as:

  1. Take your followers into consideration. Your social feed is for them, not for you.
  2. Don’t turn into a spammer. Create a smart schedule rather than a crowded one (more on this later).
  3. Consider your own habits. How do you use social media? Where is the “spam line” for you? Don’t cross it.
  4. Don’t do anything that you wouldn’t like. How would you react if you saw another user with your identical strategy? This is a great gauge, because you probably wouldn’t be the only one who would feel that way.
  5. Always provide value. Like I said, promoting content more than once actually is a good thing, as long as you are doing it to provide value for your audience.

Once you agree to follow these simple ground rules, you should be able to develop a great social promotion schedule for your content that literally doubles your traffic.

How to Share Your Content More than Once

Step 1 – Develop a Sharing Schedule

To begin sharing your content over social media more than once, you need to develop a simple schedule that will provide some guidelines for how often you want to share your content on each network. With this schedule, you will be tackling questions like:

  • How often can I share this on each network? What is acceptable?
  • Is there a preferred time of day that I want to keep in mind?
  • How long will my content be fresh, or shareable?
  • How much time should I put between each new social message?
  • What are some ways I can create variety in my social sharing schedule?

Be careful in your planning. You don’t want to send your messages one right after another, or in big clumps, because that’s where the spam thing comes in to play.

Now, let’s discuss your message schedule, which simply is the series of messages that will be sent once your blog post goes live. The goal of the schedule is to create a “peppered” social media approach that will help you get more clicks. A well-executed schedule may look something like this:

  1. On publish – Social message sent when blog post goes live
  2. Same day – Initial social messages trickle out to your accounts over the next 2-3 hours
  3. Next day – Messages are shared again on the appropriate social channels
  4. Next week – Another series of messages are pre-scheduled and sent the following week
  5. Next month – Even more social messages are pre-scheduled for the following month
  6. Next _____ – Optionally, additional messages can be scheduled for the three-month mark or beyond

Once you’ve defined a good schedule for each network, you can map it out in a simple timeline that will give you a bird’s eye view of your content promotion. This is an important step in the process.

social sharing timeline

In this example, you can see that we’ve decided to share our content very frequently on Twitter, and a bit less frequently on Facebook and Google+. For Tumblr, we are sharing our content only once. These decisions were made based on the individual intricacies of each network. You may feel differently about them, so you may develop a different schedule.

Step 2 – Never Share the Same Message Twice

This is a very important step in the process that truly will separate you from the unruly spammers. For most of us, when we share a blog post on social media, we include the title of the post, a link, and a few hashtags. This is fine. Once! But, it can get pretty monotonous for your followers if you aren’t careful.

The better strategy is to add some simple variety by asking questions or including pull-quotes from the post itself. Here is an example based on a recent post about getting started with social media lead conversion:

timeline

In this example, you can see each tweet was unique in its own way and alternated between asking questions and sharing the headline of the post itself. This simple trick takes time to execute but adds a lot of variety to the final stream. It is a great way to engage your audience with your content without looking like someone who just wants to promote their own stuff. There are a number of message types you can use as needed. Here are a few of our favorites:

  • Straight and Easy: Post Title + Link
  • The Question: Ask an engaging question to stir conversation
  • Cite a Fact: Share a fact or figure that is included in your post
  • Share a Quote: Grab a pull-quote from your article and turn it into a social message
  • Add Intrigue: Write a teaser message that grabs the attention of your readers

This tactic provides an excellent way to try out new ideas on your followers. For example, does asking questions increase reader engagement?

Also, it is worth noting that this process gives you a great opportunity to test alternate headlines.

Step 3 – Optimize Your Content for Each Network

We all know that each social network handles images and text differently, but how much do you take that into account when you are creating social messages? One way to add some variety and value to your posts is to take advantage of the strengths of each network.

google plus share

A good example of this is the way Google+ allows for longer copy and basic markdown text in each post. As you can see from the example above, we regularly add bulleted lists and bold text to our posts to make certain items stand out and provide additional value to our readers.

Another great example is how Twitter displays images, as shown below. Posts that include images are much more noticeable than posts that do not. This is a simple way to get noticed more, and squeeze out a few extra clicks.

hiten and neil

Step 4 – Monitor Your Results

As always, it is important to monitor your results to make sure the changes you make to your social publishing schedule actually work. Here are a few of the things you want to watch out for:

  • A decrease or an increase in post activity. As you adjust your schedule, notice if there is an increase or decrease in post activity? More clicks? More retweets? More shares? Sometimes, this is a gut-level check, and other times you might want to dip into your Bit.ly stats or utilize custom Google Analytics tags to make sure you are right.
  • Negative feedback from your audience. Although it is rare, some users may notice your increased activity and comment on it. Take this to heart, but don’t let one complaint spoil a good thing. Use metrics to verify whether your schedule is too aggressive or misguided.
  • A slowly fading interest in your content. I think the biggest threat to a social feed that has become “too busy” is a natural tendency of followers to simply ignore the content. Watch your click throughs to make sure this doesn’t happen to you.

I know this seems like an infomercial for a new prescription drug that must disclose all possible side effects, even though very few people ever experience any of them. You can take this technique too far, and I don’t want to accidentally turn you into a spammer. If you do this right, it will be worth the effort. If you do it wrong, then you may suffer some of the adverse consequences listed above.

Content Shared More than Once Might Go Viral

Not long ago, one of our own writers had a post go viral a full month after it was originally published, thanks to her implementation of this exact social promotion strategy. Julie’s message schedule was pretty simple. She tweeted once when the post went live, and then repeated it once 30 days later. The first tweet went relatively unnoticed, but the second one (a full month later) took off.

Regarding the message, Julie says: “The original publishing of the post didn’t cause much interest, beyond regular readers, nor did any of my posts on Facebook, Twitter, Tumblr, or LinkedIn. It was a little tweet I sent out, just one tweet, a month later. I was very glad I had put into place a structured system that didn’t just blast out one social message at the moment of publishing and call it good enough.”

graph

In Julie’s case, that second tweet brought her some pretty big traffic, and made the extra effort totally worth it. By sharing your content on social media more than once, you not only stand a chance of doubling your traffic, you also may double your chances of striking a chord and going viral. Of course, you should never become a spammer. Always remember there is a right way and a wrong way to share your content. Choose wisely.

About the Author: Garrett Moon is a founder at CoSchedule, a WordPress editorial calendar that allows you to schedule your blogs posts and social media messages together on an easy drag-and-drop calendar. Get a free blog editorial calendar template for 2014. Follow him on Twitter or Google+.

  1. I will be following through with this sharing advice for sure. I really liked the Social Sharing Timeline graphic, it summaries the information into a plan of action. Thank you.

  2. I have been doing this for a while now with Twitter and I can say from experience: it works! I haven’t tried it with the other social channels, but with Twitter I do different hashtags, different times and the extra tweet always finds its audience.

  3. Good Read. I am pleased to see someone is supporting this idea, I do it for several business I manage on social media and it works just great.

    The thing is you need to be very careful not to repeat yourself too much and not make people feel you are spamming them or flooding them with the same message and repeated content over and over again.

    There are certain content that I schedule to be published again at a later time on a span of 1-3 months while leaving adequate time between the repetitions, yes, it goes unnoticed, exiting fans/followers don’t mind seeing it and it’s fresh content for the new ones :)

    Thanks Garrett for this post.

  4. Agree wholeheartedly. Thanks for painting a clear picture though…

  5. Lately i have been applying this strategy , though i didnt get any complaints from my fb users but also i dont find that much increase in traffic

    • Thanks for sharing your results Sam. Low Facebook engagement seems to be an ongoing problem across the board because of some of their algorithm changes. I wonder if they ‘discriminate’ against duplicate posts?

  6. Gene Maryushenko Apr 01, 2014 at 11:08 am

    I’ve been doing this for some time but never thought of writing about it. This works particularly well on Facebook to get your semi-viral pages go viral.

    Excellent breakdown. Love the schedule image. I may print it out and put it up on a my wall :)

  7. By creatively taking different angles from one post, you can get the message out effectively without sounding like a repetitive spammy drone.

    This area is a learning curve for many and this is very good advice.

  8. This is exactly what I needed to read. I was considering one of “those” plug-ins mentioned after reading a post or two about them – but I had the same concern about spamming. I can definitely handle scheduling – and I appreciate the different avenues to take – blog title, question, fact, etc.

  9. Your info will be great to share!

    Here’s another tip. I schedule my content so it posts in different time zones when their Twitter following is the most active. Examples would be scheduling posts for Europe and Australia . I schedule them the same number of times as I would for my USA posts. This has resulted in getting a strong international following.

    The one concern about scheduling posts as far in advance as 2-3 months is that the info wouldn’t be fresh news anymore. Of course, evergreen content would be fine.

    • You right, that timeline does assume we are discussing evergreen content. I could see the schedule being adapted regularly based on the type of content.

      Also, great point regarding timezones. That is something I missed in this post.

  10. a printer friendly version of this page would be great. just a suggestion….

  11. According to me Like diamonds under the exacting scope of an appraiser, keywords each have an intrinsic value. To properly value a keyword’s potential for your own business, first ask yourself how relevant your pages would be to the user searching for that keywords.

  12. What’s more you can point to a different section of the article/blog post each time you share it. That’s how we build our blog posts. They consist of minimum 2 main parts glued with transition section and often summarized with a bullet list.

    For example, take a look at this article “How to Get Your Digital Magazine App Featured on the App Store” http://blog.presspadapp.com/how-to-get-your-digital-magazine-app-featured-on-the-app-store/

    It’s dedicated to app publishers. Who does not want to have his app featured on the App Store? This article is build upon scaffold of 2 main sections.

    First section. General overview based on third party content. In this case it’s a video recording of Loren Brichter talk about his experience building and bringing Tweetie to the App Store.

    Second section. This part is based on the internal, genuine data study.

    Whole article is summarized with bullet list. So you have basically 3 articles to share but if you take a closer look it’s 5 in 1.

    Sharing points:

    1. Whole article (1st part / CTA: Title)
    2. Tweetie sales (1st part / CTA: Video)
    3. The sale starts outside App Store (2nd part / CTA: Data)
    4. Key Takeaways (2nd part / CTA: To Do )
    5. Summary list (1st + 2nd: To Do list)

    Sharing Strategy:

    We use Buffer to share our stuff because we can easily see what works when.

    First round of sharing goes with the original article title and intersection titles as a CTA (then we modify hash tags on twitter).

    Example (Twitter):

    Title + Link + hashtag1 + hashtag2
    Title + Link + hashtag3 + hashtag4
    Title + Link + hashtag5 + hashtag6
    Intersection title 1 + Link_intersection_1 + hashtag
    Intersection title 2 + Link_intersection_2 + hashtag
    Intersection title 3 + Link_intersection_3 + hashtag
    Intersection title 4 + Link_intersection_4 + hashtag

    Second round of sharing consists of Tweets that worked worst(!) but modified/adjusted CTAs

    Then again we iterate and adjust.

    Hope this helps you share your content even more efficiently.

  13. I like the idea of spinning titles…. so that it appears like we’re not sharing the same message twice.

  14. Has anyone seen any noticeable benefit from postings done on specific days of the week or month or even time of the day?

  15. Great info on getting more traffic from the social media, Garrett!
    I’ll follow your tips, and hope to see positive results.

  16. Great article. I will try it. Thank you! I have so many facebook page, G+ and twiiter.

  17. I’ve been considering this approach. Its better that sharing all at once as ppl are on at various times. So not everyone sees plus with social media always changing…I will be implementing this and a weekly roundup of the week…so its fresh content…old news…and email to subscibers. Thks for the inspiration!

  18. Wow… this is a really great post. I love how many concrete and actionable items there are. Will definitely be implementing this strategy!

  19. I used to think it was too much to share too often Garrett, still do – relative to other content. Every social network is different, the audiences we have sometimes overlap, some don’t; some are fast and easy to miss like Twitter, others we only post once in a while like G+. I’m experimenting more w/ sharing again — tweeting old posts, doing some a/b testing w/ headlines in different networks, mixing in a picture in a tweet. It’s all about balance, as my shares are still much more about other content than my own and hopefully, things that my followers would find interesting. FWIW.

  20. Great help, will be retweeting this.

  21. Great article. People are missing a trick by not scheduling & re-posting.

  22. Great ideas! The wheels are already turning in my mind about how to implement a similar plan. Thanks for showing me that my content calendar is fuller than I thought it was!

  23. It seems like it’s getting harder to target the audience you want, and it’s almost necessary to share often.

  24. Awesome post! I’ve been doing this already, but not on a schedule. Question: How do you track when/where you share on social media? I can see it getting quite confusing, particularly if you are posting several blogs per week. Thanks!

  25. Thank you for this post! I will be implementing this schedule with my new blog. I hope I can really generate some new followers with this strategy.

  26. A great article thank you! I will particularly pay attention to step 2 and try and share my blog posts in a variety of ways using a mixture of questions and statements.

  27. This is really cool. thanks for this awesome article!

  28. Hmm. I have thought of sharing more than once to the same social network, but I thought my followers may not appreciate it. You have changed my mind!

  29. Really cool and useful article. Thanks!

  30. Very helpful information. If the content is what the audience wants and needs, then clicking is also more likely. Love the visuals!

  31. Have always wondered if it was okay to reshare content. This was a fantastic article and I learned a lot. Thank you.

    Time to test and monitor.

  32. A great article – thanks so much for this. However I do disagree with the point about not using the same update more than once. I do this on Twitter – sharing the same update but at different times of the day – given Twitter is chronological it’s good practice to post during different timezones. Also anyone who has already seen the post will recognise it – avoiding enticing them to click through to content they may have already read. So I usually use both methods: posting the same content more than once (usually with “From our Blog” at the start so it’s instantly recognisable) and also creating a series of other posts as well. Would be interested to hear your thoughts on this approach?

  33. Super post with some wonderful tips!

    I think it’s important to share your content more than once, afterall, people aren’t constantly looking at their streams are they?

    I’ve seen others posting things more than once and It doesn’t bother me personally. It’s those who post eight updates a time that really bug me! argghhhh

    Nice job!

  34. Jaime González May 04, 2014 at 2:57 pm

    How do you think this works in news websites?
    Thanks.

  35. Thanks for providing an easy and practice way for sharing content more than once without acting like a spammer. I like that you point out the importance of creating different messages each time you post and the examples you give. I’ll defiantly be implementing this strategy.

  36. Very interesting. I use these social media site to summit my posts, but not with the strategy you pose here. Will definitely try it. Thanks.

  37. As a blogger doing technical analysis I would only ever at most post twice the same post. Maybe to show how it played out about a day later. Well at least you got me thinking of it.

    • Calvin, that’s a great point. I think it all really depends on what works best. Sometimes it works, sometimes it doesn’t.

  38. Thanks for the write-up. The timeline graphic was especially useful as I noticed another commenter or two had mentioned.

    One question – when you spin titles like that and draw in people who have already read the article, are you seeing an increase on bounce rates in those later shares? Or whatever you might track that shows the amount of people who hit the site and get the ‘ugh I’ve already seen this’ reaction.

    Just curious, thanks for giving me some actionable ideas!

    Thomas @ne1up

    • You shouldn’t see your bounce rate go up much because the percentage of people who see it again will still be a very small percentage. So in the long run you will be fine.

  39. Awesome content. Thanks for taking time to share for us.

    Garrett Moon Speaks real fact about double traffic from social media. I think B2B gets 56% conversion from social media.

    • Steve, glad we could help. Thanks for the great feedback. Really looking forward to hearing more from you :)

  40. Thanks for the great insights! I’m willing to give it a try.

  41. wow, awesome post for increasing the traffic with the help of social media. rightly said that social media is one of the important part of getting genuine traffic. Thanks for an informative post.

  42. Have you not noticed a reduction in reach/engagement from sharing the same thing twice? We’ve started using the new bitly links with the customizable urls as a way around this, but we definitely have noticed that reposts receive significantly less reach when using the same link. When facebook starts off showing things to less people, we’ve also noticed lower engagement on those posts.

  43. Thanks for such a detailed explanation. A few words about Twitter: now there’s an option yo mute a person or company you follow, so during “spam” times people can mute you. But I doubt they will ever unmute you.

    • Kristina, it’s definitely a tough thing once you get muted. It’s important to provide quality content.

  44. I find I’m spending loads more time on constructing posts for my client thanks to all the advice I have read. And it makes a difference. Getting it right takes time and I am constantly evaluating the response to posts to see what works. Thanks for the advice!

  45. That is fantastic. What tool will allow me to manage multiple social networks. I don’t need multiple profiles, I need a broad range of social networks that I can post to all at once and then answer comments from the same dashboard.
    OnlyWire shows 50-100 social networks and answering sites. All the tools I see will only monitor Twitter, Facebook, Linkedin, etc. Hootsuite seems to have the most with 7 social networks it can share links with and monitor and participate in the conversations.
    I need a tool that will reach a much broader selection of social networks. Is there a tool that does this?

    • Mark, as far as I know Buffer does the best job. If you find of any other great tools I’d love to hear about them :)

  46. Nice content, I have learnt a lot about tweet the same content. Thanks for sharing…

  47. I am totally agree with Garret that smart schedule always leading to a heavy crowd benefits!Thanks for sharing!

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