The unfortunate methodology (habit) of many people who blog is to write a blog post and then immediately share it on their social media channels. Now’s when you say, “Uh, ok, so what’s wrong with that?” It’s not wrong. It’s just not complete. The goal of your blog posts – even your old blog posts – is for your target audience to read it and then respond to your call to action (CTA). But sharing your post to social media just once is like drinking one small glass of water the minute you start a marathon and never drinking anymore water.
Social’s Short Shelf Life
The average life of a tweet is 18 minutes and less than 10% of your organic Facebook friends or followers will see any one of your posts. On Facebook, 75% of the engagement you get on a post happens in the first two to five hours, meaning engagement drops off significantly after this amount of time. LinkedIn posts have some of the longest lifespans out there because the lifespan depends on how many followers and connections you have.
In other words, your blog posts die a few minutes after you publish them.
With this understanding, about a year ago, I began using a tool called MeetEdgar to keep my blog posts alive. Edgar is like a social media jukebox that stores and posts your content to social media over and over and over and over. For content that expires or should be scheduled for a certain time, Edgar has scheduling and expiration tools as well. But it’s main and most valuable function is to put your evergreen blog posts on repeat forever.
How Do I Do This For My Blog Posts?
Here’s how I make this work for my blog posts and all my clients’. I’ve created a spreadsheet just for “social posts from blog posts”. Each client has a tab of its own, full of complete social media posts. In each client’s spreadsheet tab, I start with an evergreen blog post, and create a shortened URL using goo.gl, which also helps track analytics. I paste that goo.gl shortened URL in the first field. Next, I paste the actual title of the blog post, then note E (for ‘evergreen’) or a date (for expiring content).
In the “Social Post” field, that’s where I put the full text of the actual social post. Where does that come from? Usually, it’s a simple copy and paste of a key sentence, point, or question within the blog post itself. Don’t make this too complicated. Rather, when you find what you think is a “key” piece of text within the blog post, ask this question:
“Will reading that short blurb make me want to read the whole article?”
If yes, then you’re good. If not, find and try another one. Add at least one hashtag, but not more than two, to the text. Keep this text to Twitter standard of less than 140 characters including the link (23 characters) and hashtag. Then find a beautiful, relevant image to include in the post. Twitter no longer counts your image as characters. This image can be the featured image of the actual post itself or you can find great images for free on Unsplash. Another easy way to find such images is a Google Image Search using the tools menu. See screenshot below.
The 4 Requirements of a Great Social Post
Now, here’s how to create a great social post from a blog article:
- Short text from, or summarizing, the blogpost – that’s the “key” text you pull from the blog post itself.
- Shortened URL (goo.gl) link to article
- Appropriate hashtags – hashtags are used for 2 things: branding and search. If the hashtags you’ve chosen are not trending (http://hashtagify.me/hashtag/) or a specific part of the brand then don’t use it. For example, @AtlTechBlogs uses #startups in every tweet that points to the blog of a startup and #techblogs in every tweet.
- An image from the blog article or other approved image; image must be creative commons, usable in commercial activity. This image is what people will see first.
If a blog is the appropriate length, which is 300 – 1000 words, then you should be able to create at least 10 social posts from every blog article. Create these posts in the Google Spreadsheet. Then you upload them into Edgar. Here’s how to do that.
- Login to Meetedgar.com
- On the top nav menu, click the “Add New Content” button.
- On the left, select the accounts that you want to add content to. If you manage multiple accounts, make sure you select the proper account(s) here. Make double sure.
- For “Category”, choose “My Blog Posts”.
- Copy and paste the text of your post, including link and hashtag(s) into the “Post” field.
- Upload your image by clicking on the camera button.
- Under “Schedule Settings”, you can schedule or set an expiration date for this content. If the content is evergreen, you can skip this section.
- Uncheck the option to “Shorten links with Ed.gr”. No reason to do this since you’ve already used a goo.gl shortened URL, and ed.gr doesn’t give you any analytics.
- Click “Save to Library”
- Mark in the Google Spreadsheet “Added to Edgar” and enter your initials and the date you entered it into Edgar.
What About The Schedule?
Edgar provides a pretty good default schedule that you can click once and have implemented in a matter of seconds. I recommend starting there, and then using your social analytics to determine how to adjust that schedule. Here is a rule of thumb for how often to post to social media using Facebook, Twitter, and Linkedin (which are the channels Edgar covers).
|Channel||Recommended Posts/Day||Time(s) to Post|
According to client’s “whale” – when fans are on FB
|5 – 10|
Beginning, middle, and end of client’s “business hours”
|1||8am – 9am Daily|
These are very general rules, and you have to use your own analytics to see what your limits are for your audience. I have a friend who posts to Twitter 80 times per day. The Atlanta Tech Blogs tweeting machine posts (your blogs!) to twitter more than 100 times per day. That works for them, but as they say, “results may vary”, so use your analytics to determine your perfect social posting cadence.
I’ve left out anything relating to setting up Edgar, but it’s really simple and they have phenomenal support via chat, email, and phone. They’ll even setup your schedule for you!