In Part I of our three-part series on Social Media Tips & Tricks for Accounting Firms, we highlighted which social media sites offer the best opportunities for your accounting firm to communicate with its key audiences. In Part II, we shared quick tips on how to communicate effectively within these mediums.

In our final Part III of this series, we’ll offer some best practices in sharing content that you develop.

One question we’re often asked by accounting firms is: How many times should we share our social media posts?

You and your team invest a significant amount of work to post content (e.g., blogs, premium content, events, job openings) on a regular basis. Given how fast the social media world moves, I’m sure it’s not surprising to you that only a fraction of your followers are on the correct medium at the exact time when you post a helpful article – even though it may be perfectly relevant and helpful to them. On top of that, you’re likely aware that algorithms in these mediums change constantly. So, just because you may have 500 followers, it doesn’t mean that 500 people have the opportunity to organically view the article that you’ve shared in their newsfeed.

How then can you help to ensure they see that content?

One solution we recommend to remedy this concern is to share your content multiple times. This strategy works best when your content qualifies as “evergreen content” or content that will continually stay relevant and “fresh” for readers whether they read it today, next week, next month or so on.

When you have evergreen content, we believe you should do all you can to get the most out of it. By sharing an evergreen article more than once, you are giving it a longer shelf life and helping more people stumble upon it.

Below, we’ve laid out a sample timeline that you can use if you choose to implement this practice.

Suggestions for Sharing Evergreen Content Multiple Times

Twitter: (5x). This medium moves so fast, with so many small messages that you can share several different “tweets” about the same blog within a relatively close span of time. I schedule tweets about evergreen articles like this:

  • When the blog is posted
  • In a few days
  • Next week
  • Next month
  • In two to three months – this is a judgment call based on how evergreen your content is

For this and other mediums, I typically draft a new message for each scheduled post that positions and promotes the article in a different way. This should eliminate the concern that people will notice that the same article has been shared multiple times (which likely wouldn’t have happened anyway).

Facebook: (4x). Because of Facebook’s algorithms, only about 5-7% of your page’s audience organically sees your posts – meaning not everyone is seeing your content, by any means. However, because the medium moves a little slower, we spread these posts out a little bit more.

  • When the blog is posted
  • Next month
  • 3 months
  • 6 months – if the post will still be relevant and helpful in this amount of time

LinkedIn: (4x). The process and rationale is similar to Facebook.

Google+: (1x). For search purposes, sharing to this medium and highlighting keywords for each article is important. Because Google+ serves more of an SEO purpose, just sharing once on this medium is acceptable.

Types of content we recommend sharing on Google+

  • Blogs
  • E-books/premium content
  • Job openings and events

The Snowball Effect

Your time is valuable. Therefore, finding ways to supplement your efforts and make your practices more effective and efficient is always important. By posting new content as it’s released, and scheduling posts out to be shared in the future, you will notice a snowball effect in the number of posts that are scheduled out over the course of the coming months. By utilizing this practice, you are ensuring a full pipeline of great, relevant content for your followers at all times.

Disclaimer: ultimately, only you will know what timeline works best for your firm and audience. Don’t overthink it though. The main issue at hand here is that a large percentage of your followers do not see your posts when they’re posted. Therefore, you will be increasing the chances of your followers seeing them and reaping the benefits of your hard work by posting them multiple times.

When to Share an Article Just Once

This approach obviously won’t work for all content. If an article includes a hyper-current or popular topic, regulation or important update, and it’s likely that it won’t be relevant beyond the day that you’re posting it, then a single post is definitely acceptable.

Note that a single post may also be acceptable for firm personality-type posts (e.g., photos of a firm picnic) that you wouldn’t need to share more than once.

We hope you found this three-part series on Social Media Tips & Tricks for Accounting Firms helpful. Don’t miss out on the useful tips in  Part I and Part II of this blog series. If you’re interested in learning how social media can help take your accounting firm to the next level, call 440-449-6800, or download our free e-book, How to Find Prospects Using Social Media.
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