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Second Level Sharing

Pushing your content beyond LinkedIn, Facebook and Twitter

After publishing a post to a company blog, what's the first thing everyone does? They share the post as an update on the company LinkedIn page, the company Facebook page and via the company Twitter handle. The primary three, if you will. And while those shares are all well and good, they're really just the tip of the iceberg. There are a handful of simple second level shares that should be considered for every post, so long as the context makes sense.
  • LinkedIn Pulse - By now you've noticed that in the same place you used to see who recently looked at your profile you now also see publishing updates. Basically your connections are publishing to LinkedIn's blogging platform. (LinkedIn's making a big play to be your publishing home.) If you look closely, you'll notice that a lot of these posts all begin with a similar intro: "This post was originally published on the [company] blog." That means folks are using LinkedIn Pulse as a distribution channel—and it makes a ton of sense. When you publish something on LinkedIn Pulse, everyone (who hasn't turned the publishing notification function off) will see in their notifications center that you published something. For most of us, that's an instant exposure to 500+ people. It takes no more than five minutes to republish your stuff to LinkedIn Pulse. Do it.
  • LinkedIn Groups - If you're a member of a LinkedIn Group and your content is relevant to it, share it. Yes, you want to be conscious of the promotional element of your post, but there's a little more leeway for that sort of thing in LinkedIn Groups.
  • Listservs - This is a more delicate channel mainly because on most listservs, anything that smells remotely promotional is frowned upon. So before doing so, ask yourself if what you have to share would be a benefit to the community. Then ask someone else if what you have to share would be a benefit to the community. Think about how the end user would receive your content. Anticipate potential responses. If any of them feel risky, you probably don't want to push it out. But if tapped correctly and contextually (and non promotionally), listservs can be a great second level channel. 
  • Your Team - Every person on your team has a LinkedIn account. Depending on the company, most use Twitter. The point is, you're not too proud to beg. After every blog post, push an email out to your team basically begging them to socialize the content. And make it easy for them! Include links. Tell them exactly what they have to do and how effortless it is. Side note: Asking folks to share via Facebook can sometimes be weird. It's a much more personal space compared to LinkedIn and Twitter. Again, context matters. (Shout out to Chris Cera at Arcweb for being a huge proponent of this tactic.)
  • Message Boards / Relevant Communities - This takes a little more touch, but message boards related to your industry and area of expertise can prove very effective in helping you circulate your content. The key, as with listservs, is to be honest with yourself as to what could be perceived as blatantly promotional and thus perhaps against a given community's standards. 
  • Pinterest - If you've got visual-heavy content, than Pinterest might be worth exploring as another distribution channel. Social Media Examiner has a good (though dated) tutorial.
  • Reddit - Use Reddit as a distribution channel at your own risk. The community is adamant about snuffing out promotional links/content and most Reddit users have great BS detectors. 
  • YouTube - If you've got the time, shooting a quick summary of your post and posting it to your company's YouTube channel can be useful. Check out Wistia's trove of video shooting tips, starting with how you can shoot quality video just with an iPhone.
Ultimately, sharing your content on channels other than LinkedIn, Facebook and Twitter comes down to two things: 
  1. Is a given channel and the community your targeting match your audience? Said differently, is what you're about to share going to be valuable to them?
  2. Does your content's level of promotional tone match what's accepted in a given community? If so, green light. If not, reconsider.
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