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Recycling Social Media Content is Getting Out of Hand

I get it. I understand the need for more content to serve to an ever-growing flow of content consumers. The art of recycling content is important, particularly on sites like Twitter where a piece of content can and should be used multiple times in order to get the message out to everyone. It's a chronological feed, after all, and posting it once will only get it seen by an extremely small portion of your audience.

With that said, it's getting out of hand. I have been finding posts that are months old and no longer relevant hitting my feed from car dealers around the country. There's a limit. Old news is old news. In the case of the Tweet above, the article posted on Twitter by a Toyota dealer on March 30, 2014, is a link to an article from July 4, 2013. That's too long for this type of news.

When recycling posts on Twitter, here are some things to keep in mind:

  • Is it relevant? Old posts are find if there's context that makes it work today. For example, posting an article about Tesla's early days in trying to launch with dealerships would make sense to post considering their current stance.
  • Is it timeless? Some posts, particularly advice posts that give the reader information they can use today, can be posted up until the point that they're obsolete. An example of this would be a video that demonstrates how to change the batteries in a key fob. Until they change the way you open the key fob, it still makes sense to post for months, even years after the original.
  • Is it nostalgic? There are times when old posts are even better than new ones. A picture of an old Honda ad from the 70s would play well to show how far the company has come over the years.
  • Has it been posted very recently? This is one of my biggest pet peeves. If a post comes through today that is just a different wording on something posted yesterday, than it's not acceptable. The exception: timely events. If you have a big sale or charity event this weekend, then posting a different variation of the same thing over and over again is acceptable and demonstrates focus on the event.

As more companies use content libraries to keep the feeds flowing, it's important to keep in mind that the libraries must be refreshed. They must be pruned. In the case of the post above, it's simply not acceptable. That was news for about a month. There is plenty of content out there in the form of current news about every manufacturer and the local area. Don't get stuck beating a dead horse with your posts.

Views: 187

Tags: Content, Posts, Recycling, Social Media, Twitter

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Comment by David Lytle on April 17, 2014 at 2:37pm

Without a doubt recycling content is used in a ridiculous way by a ton of dealerships. It is so simple to keep new, fresh content, if you just use multiple sites to gather your information. I have up to 20-30 sites that I look at daily to get news or updates for the Dealership I work at. I want to ensure that I grab attention with my posts... I want to get my thoughts out there as well to keep my customers engaged. Not only does this keep you consumers coming back.. but it is so much more powerful for search engines!

Comment by Ralph Paglia on April 17, 2014 at 1:44pm

I appreciated this article when JD first posted it, but the Brittany Epps comment of 4/2 really makes the point tangible when it comes to either third party social media marketing service providers that dealers use, r people they assign to the daily tasks of content creation, selection, repurposing and publishing... If you are going to "curate" third party created content, add some value! Either write an introductory paragraph stating why you believe it is worth sharing, or apply some editorial privilege (properly noted) and add relevant commentary or images.  This practice of copying and pasting, or simply hitting the "Share" button without any effort on the part of the person doing the sharing is... well... the words "cheesy", "low class" and "patronizing" come to mind. Is that how you want your dealership or business to appear in public?

Comment by Brittany Epps on April 2, 2014 at 8:34am

I definitely agree with you. In the case of the statistic in the tweet you show above, that number isn't even accurate or relevant now because it is almost a year later. The "throwback" notion is a great tool, but it has to be something that is an interesting throwback, not an old stat that most people won't even care about. 

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