You can’t simply post about yourself and your brand on your social media pages 100% of the time. You’ve met that person at a party who never stops talking about their product and tries to make sales rather than engaging in actual conversations. 

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No one likes that person. 

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We generally recommend posting 40% about your business (blogs, news, highlights, etc.), 40% industry-relevant news from third-party sources, and 20% clear call-to-action (CTA) posts, such as signing up for your newsletter.

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When posting third-party content, there’s a right and wrong way. We want to make sure you know how to post third-party content the correct way, so you’re not doing damage to your engagement and following. 

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Here’s how to post third-party content intelligently:

1. Interact with the content in the post.

You might get away with posting a link with no description on a personal account. However, this lack of care will not go over well as a business. If you don’t engage with the content you’re posting, a follower may be left wondering, “What do they think of this material?” or, “How is this relevant?”

Don’t “cold-shoulder” your posts. Explain why your brand cares and how this information is relevant to your business and followers. 

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2. Fact check the content. 

Have you ever personally shared or said something and been questioned about the source or truth behind the statement? It doesn’t feel good. As a brand, posting factually inaccurate information or unprofessional content directly reflects on your business.

You don’t want to become known as an unreliable and untrustworthy company. When sharing third-party content, you’re essentially saying, “I verify that this is a credible source.” If the information ends up being false, you, in turn, look as though you’re not credible. 

Be sure to read through all material before sharing to make sure it’s reliable and accurate — as well as professionally written. 

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3. Ask yourself, “Is this relevant and interesting?”

At its heart, all content must provide value to the reader or your audience. When you post your own content, you’re trying to give valuable, relevant, and interesting information. When you share third-party content, you should endeavour to do the same. Ask yourself one of these questions:

• “Is this teaching something?” 
• “Is this an interesting read/watch?”
• “Does this provide value to the audience?”
• “Does this answer a question?”

If you can answer yes to any of these, the content is relevant and interesting. 

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4. Give credit where credit is due.

We live in a world where sharing content is straightforward, and credit is easily given thanks to hyperlinking. If you share a post on social media, the original author is automatically given credit, and the reader is taken to their article or post when they click the link. If you’re pulling information from an article, be sure to give credit — especially when quoting individuals or articles. 

Another hot tip for getting the most out of third-party content is tagging the source! For example, if you’re sharing something on Twitter, be sure to @ the channel or business where the article originates. Engaging in conversations will make your brand more likable and increase your reach. 

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‍Our team at Ghostit understands the importance of only sharing quality third-party content. We recognize that it reflects on your brand and can set you up as either a valuable member of the industry or a questionable source of information. Let our team help you stand out. Get in touch today.