Page managers tell us these are the three big hurdles they face every day:
The need to post quality content
The desire to engage as many fans and supporters as possible
The frustration over the organic reach of your posts (or lack thereof!)
Fortunately, we have a content strategy that can address all three, and it’s called "content curation."
What does that mean in layman's terms? It's sharing others' high-performing content on your own Facebook page, whether it's a funny video your fans would like or a trending story related to your cause.
Many of our best-performing clients post two to five times a day, which is nearly impossible to do with original content alone. Curation helps boost content quality and frequency for the end goal of reaching more supporters and inspiring more engagement.
Plus, it's low risk and low effort for you. Win-win!
At this point, folks usually push back with concerns that this approach feels negative, dishonest, or too close to plagiarism.
The truth is quite the opposite from that perception actually. Here's why...
Facebook Doesn't Follow Traditional Communication Rules
We need to reframe the way we think about Facebook. It's not a broadcasting platform, soap box, or one-way communication tool. That's why traditional communication rules don’t apply. In fact, such assumption can actually hinder you on Facebook!
Facebook is a social network. It is a community, a place for public conversions, and an opportunity for back-and-forth communication between your organization and your supporters (or potential supporters).
Sharing content from others is not considered stealing, plagiarism, or being dishonest. It's about starting a conversation with your audience around a piece of content they are likely to find interesting.
Sharing Other Content Is Normal and Expected
Sharing others' content is simply taking part in the social, community nature of Facebook. Users expect it, so to be successful on Facebook, you’ll need to become comfortable with it.
Nearly all top pages on Facebook share others' content on their page. In fact, some pages thrive solely on sharing others' content.
Why is that good news for you? Because creating original content is time consuming, especially when you're expected to post a couple times day to reach your followers.
We recommend the 80/20 rule of thumb. About 80% of your page’s content should be shared from other people or organizations. About 20% of your content should be uniquely your own.
ActionSprout makes Content Curation easy!
We offer two different tools that can help you find the most popular content related to your page.
Trending Stories surfaces only the top engaging posts from the Facebook pages you privately follow inside of ActionSprout.
The Moral of the Story
Sharing others' content on Facebook is the norm and any successful page manager will take advantage of that.
If you're not including engaging stories in the dialog of your page, you're not only making your own job harder. You're also increasing the likelihood that your community will tune you out.
Have questions? Reach us at firstname.lastname@example.org We're always happy to help!