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
You need to reframe the way you 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 quite helpful to the source, frankly, as it boosts their clicks and views, too.
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 other’s 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.
NOT Sharing Content Could Actually Hurt Your Page
Reach and engagement aside, the fact that your page is not sharing others’ content could create ill will and negative feelings among your supporters.
If your page is not engaging the community in this way, it’s possible some users will notice and get the wrong idea about your organization as a whole. They may think of you're being boastful or selfish. You want to show them that you're paying attention and just as much engaged with the greater community as they are.
The Moral of the Story
Sharing others' content on Facebook is the norm, any successful page manager will take advantage of that.
If you're not adding those stories to 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.
Just make sure to choose top-performing content that relates to your cause. That's the key to increasing your organic reach and engagement .