Publishing & Technology: Double Posting for a Negative Return
Brian Tibbetts is a literary agent with MacGregor Literary. Every Wednesday, Brian posts about trends in the publishing industry and developments in technology that impact the industry. You can find him on Twitter @BRIANRTIBBETTS
This week in Publishing & Technology we’ll be talking about using social media platforms to drive engagement with audience, a common misconception about posting duplicate content to LinkedIn, and the ramifications of doing so.
Earlier this year LinkedIn opened up its long form publishing platform to all members (formerly it was only available to LinkedIn’s “influencers” – I’m still not entirely sure what the distinction meant). Almost immediately a flood of “fresh” content swamped the social media platform as a significant chunk of LinkIns 340-million strong user base rushed to repost identical copies of material they’d already posted on their company website or professional blog. Yes, several authors and prospective authors did so as well. This was a mistake for a variety of reasons.
First off, the power of LinkedIn’s size as a platform naturally affords it a better ranking in search engine results for identical content (yes search engines can tell when identical content is posted on more than one site). Because the LinkedIn version of the identical post ranks higher than the original posting on the author’s site or blog, the search engine will naturally lower the rank of that other site or blog for all postings, regardless of content. Additionally, duplicate content sends a message to your already converted fans that you couldn’t be bothered to put together new content of value prior to re-engaging with them over social media. It’s considered a bad practice for a wide variety of other reasons, but we’ll save those for another post someday. Suffice it to say, that if you are going to spend time building your platform as an author try to make each effort a unique and directly engaging one. Your fans will thank you and reward you for it (along with the search engines).