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How to Curate Content on Social Media and Do it Well: Part 2

This is the second part of our two-part series on curating content on social media. If you’ve not read the first post, this won’t make too much sense and there’ll be lots of gaps in your knowledge, so it’s strongly advised you go and do that first.

Done? Okay, let’s continue then!

7. Offer information in small chunks and curate consistently

It’s a sad reality that with so much information being thrown at us all day long, our attention spans are getting shorter. Give your readers a small amount of information and then direct them somewhere else to get more of what they like. For example, you can use a quote or paragraph and provide a link to the rest of the original piece. This way your reader can scan quickly for something that interests them, and then either move on or take an interest.

For consistency, keep your content at the level you originally targeted. For example, if your audience is made up of people new to online marketing, share content that’s for novices and not for pros. If your audience is mostly made up of small business, don’t share content on enterprise issues.

8. Cross-promote your content

You know your audience is probably using more than just one platform, so promote your content on more than just one. You should, however, know which platforms get you the most engagement and traffic. If you publish curated content via a blog, it’s also worth promoting it via Twitter, Facebook, and other social media sharing sites. It’s also good to consider sharing on sites like StumbleUpon and Reddit.

9. Share over time, on schedule

Make sure to share content on a regular basis to keep interest high, but keep it at a level that won’t overwhelm people. If you post something that generates really high interest and engagement, you don’t want it getting lost in a sea of less-interest content where it won’t be seen by new visitors.

Share your content on a schedule using social media management platforms like Sprout Social, Hootsuite, or Buffer, so you don’t have to be sat there constantly updating your page throughout the day. In fact, I wrote this post in 2011 and scheduled it for today (just kidding – but how do you know?)

10. Monitor and evaluate your success

After you publish content on social media, track its success to determine what’s working for you. Not doing so is a fatal mistake. Content curation relies on your audience’s habits, so if you know what they are then you can put out content that will resonate with them.

There are several web tools you can use to track the times that your audience tends to be online, what type of content engages them the most, and even where they live. Use the following metrics to monitor how successful a post is:

  • Growth in follower content,
  • Number of +1s, likes, or shares, and
  • Customer engagement with content.

If any of these go down – or you rarely see them go up – you should rethink your content strategy and do it fast.

11. Cut out what’s not working

If it’s broke, don’t fix it. Just get rid of it. If you’re not getting any interest from a certain type of post or topic, just stop using it altogether. There’s no point in wasting time on something that’s not helping you increase your followers. You can always try again after a while, but don’t keep going to the well if it’s just not got any water.

12. Maximise your content by adding a human touch

As we mentioned, automating your posts can be great for scheduling and time saving, but you still need that human element to make final selections, organisation, and commentary. People want a personal touch, so don’t automate conversations on social media as this can damage your brand’s credibility. If someone tweets ‘hello’ and you automatically respond with the lyrics to Adele’s song, then you’re doing something wrong. You need to check on automated posts for responses, comments, retweeting, and sharing at least twice a day to avoid glitches.

It’s always best to reply to direct mentions quickly, and look for ways to improve the experience of your customers, even if they’ve not yet bought anything. Make your fans feel loved by retweeting those who mention you or your brand on Twitter. On Facebook, consistently reply to those who ask questions. By managing your brand online with comments, questions, and conversations, you can draw people to your content over and over again. Providing commentary as to why the content is worth your readers’ time can also enhance the number of times that content is promoted.

So there it is. Curated content in a nutshell. It does take some extra time and TLC, but the fact is that curating content and engaging with your followers and customers can be lots of fun. Get started and go find your brand’s voice. You’ll be glad you did.