The Social Media Share: How To Keep The Content Flowing

Twitter user @docAvelar was an advocate for Major League Baseball with this tweet: “The highlight of my week: The official @RedSox account retweeted me!”
Twitter user @docAvelar was an advocate for Major League Baseball with this tweet: “The highlight of my week: The official @RedSox account retweeted me!”

When people think of social media, I think one of the things that gets their guts in a twist is the idea of generating content. You probably don’t have a full-time writer on staff. How are you supposed to generate all that content?

One of the secrets of social media is that you don’t have to write or photograph everything you post.

Sharing other people’s content puts you in their line of vision. It makes them more likely to follow you, to share your content and to build a relationship with your brand.

It shows that you aren’t using social media channels only to hawk your own wares. Sharing content from other sources shows that you’re focusing on the user’s needs, not your own. It also gives you a whole world of content to share.

Don’t feel that sharing someone else’s content on your accounts is stealing. One of the most important metrics on social media overall is the share. From a share on Facebook, retweet on Twitter, repin on Pinterest or even a regram on Instagram: they’re all compliments, saying that your brand thinks that the user is posting content that is worth seeing.

How To Find Content To Share

When it comes to who you’re trying to reach on social media and whether or not you want to market to consumers, it’s not really up to you. As long as you use the words “petunia” and “geranium” on your website and the name of your greenhouse operation is on a pot label, you’re going to get consumers following you on Facebook and Twitter. Follow the same rule as the rest of the internet: If you wouldn’t want your mother, your retail customer or the consumer seeing it, don’t post it.

The good news is there is a ton of plant and gardening information online. The bad news is since just about anybody can be a publisher online, there’s plenty of information of questionable veracity out there. That’s where your expertise comes in.

A few pieces of advice:

1. Be selective about what you share. Be sure the content is accurate, accounts for any regional differences (or you can clarify in your post) and from a source that you find trustworthy.

2. Take a look at the user’s other posts. This post might look good, but if anything else on a blog or website looks suspect, think twice about using it.

3. Make sure it’s publicly available for sharing. I would not recommend sharing content from Facebook friends’ personal profiles, because their privacy settings may prevent your followers from seeing your friends’ content.

4. Start following. Start following the social media accounts of other greenhouses, garden centers, national publications like Better Homes & Gardens, Fine Gardening, Garden Design and Organic Gardening. And why not follow some home décor magazines and sites like Dwell and Houzz? Cooking, too — you can follow Whole Foods, grocery chains and your favorite restaurants. You’ll begin to see which brands deliver great images and articles and then you’ll be ready to share.

The Facebook Share

There are two things I’d look out for when looking to share other companies’ content: photos and timely information. Photos are important pieces of content through all of social media, but Facebook especially. If you find an image that already has some likes or shares, share it! Your followers might like it, too.

How often should you share other brands’ content on Facebook? I still see a lot of debate about how often to post overall, but I would say that sharing content from other brands anywhere from a few times a week up to once a day is great. Just be sure to vary whose content you’re sharing.

Facebook share: To share a post on Facebook, click on Share. In the dropdown menu, choose On A Page You Manage, and then choose the Page you’d like to post it to.
To share a post on Facebook, click on Share. In the dropdown menu, choose On A Page You Manage, and then choose the Page you’d like to post it to.

The Twitter Retweet

You saw the power of the retweet at this year’s Academy Awards when Ellen DeGeneres pulled together the most retweeted selfie ever. During the broadcast, she asked viewers to retweet the photo. People want retweets. Again, it validates their point of view and is an important social media engagement metric. And it makes the person retweeting your tweet an advocate for your brand.

What differentiates Twitter retweets from Facebook shares is privacy. The Huffington Post stat I found says that only 11 percent of Twitter accounts are private, which means you can retweet what 89 percent of Twitter users post.

I think this makes retweets even a little bit cooler than the Facebook share. I just searched for “retweeted me” on Twitter and I’m seeing post after post of people excited because someone prestigious has retweeted them. It’s all about the sphere of influence. To an avid gardener, a retweet from an operation like yours is like gold. Retweet your followers’ gardening tweets. Those users could be your company’s (and the industry’s) best evangelists. Find the people who might be fans of your products and show you appreciate what they’re tweeting.

It’s important, though, to balance your number of retweets with original messages and @reply messages to other users. Because the Twitter stream moves so quickly, I think it’s fine to retweet several times a day.

And don’t forget, it’s easy to share, share, share, but people want to hear what you think and to see inside your world, too. A good mix will keep your social media feeds healthy and robust.

 

Ellen DeGeneres’ celebrity selfie at the Academy Awards garnered 3.1 million retweets. And Academy Award sponsor Samsung was loving it. Photograph: @TheEllenShow/Twitter
Ellen DeGeneres’ celebrity selfie at the Academy Awards garnered 3.1 million retweets. And Academy Award sponsor Samsung was loving it. Photograph: @TheEllenShow/Twitter
Topics: ,

Leave a Reply

More From Business Management...
National Garden Bureau New Website

March 22, 2017

National Garden Bureau’s New Website Features Mobile-Friendly Design, Marketing Tools

The new site is designed to serve as a home base to drive traffic from NGB’s social media community to one central location.

Read More

March 21, 2017

How Greenhouse Vegetable Growers Can Prepare for a Product Recall

The United Fresh Produce Association is holding a Recall Ready Workshop in April that is designed to help growers properly manage a recall, from liability to communications.

Read More
Greenhouse Loyal Customer

March 16, 2017

How Brand Enthusiasts Can Be Your Most Loyal Customers

A marketing expert shares three core principles that direct-to-consumer companies can follow to create brand enthusiasts.

Read More
Latest Stories

March 21, 2017

How Greenhouse Vegetable Growers Can Prepare for a Prod…

The United Fresh Produce Association is holding a Recall Ready Workshop in April that is designed to help growers properly manage a recall, from liability to communications.

Read More
Greenhouse Loyal Customer

March 16, 2017

How Brand Enthusiasts Can Be Your Most Loyal Customers

A marketing expert shares three core principles that direct-to-consumer companies can follow to create brand enthusiasts.

Read More

March 14, 2017

Expanded Customer Footprint, E-Commerce, Succession Key…

Costa Farms' acquisition of indoor foliage producer Delray Plants rocked the industry, but the story behind Delray Plants' sale is the same as for many growers struggling with succession planning. For Costa Farms, the strategic purchase expands its customer footprint and also fast tracks its foray into e-commerce.

Read More
Steve Black and Bridget Behe

March 14, 2017

AmericanHort’s First-Ever CareerUP Event to Take Place …

CareerUP is a day-long workshop that is designed to provide the skills, information, and inspiration that young professionals need to advance their careers, love their jobs, and help the industry grow.

Read More
Horticultural Research Institute Logo

March 12, 2017

Horticulture Research Institute Rings in New Year With …

More than 150 industry professionals attended a reception at MANTS, which introduced new officers and celebrated the more than $190,000 in donations for HRI research fostering business-building knowledge for the horticultural industry.

Read More

March 10, 2017

Costa Farms Expands With Purchase of Indoor Houseplant …

Costa Farms annnounced March 10 that it has acquired Delray Plants, one of the leaders in the indoor houseplant industry. The two operations are committed to the same values, principles, and goals to grow the industry, and will fit well together to accomplish this, say Randy Gilde, CEO of Delray Plants, and Joche Smith, CEO of Costa Farms.

Read More
Startup Stock Photos

March 10, 2017

Passionate Horticulture Writers Wanted To Join Our Team

GreenhouseGrower.com is looking for people to join our team and submit original content to our website about floriculture and greenhouse production of emerging crops.

Read More

March 7, 2017

Local Florists Celebrate Women’s Day and SAF Prom…

Florists across the U.S. are celebrating International Women's Day, March 8, and raising awareness for non-profit organizations. The Society of American Florists is raising its own awareness of what happens when women receive flowers with a new video for International Women's Day.

Read More
Egon and Laina Molbak

March 7, 2017

American Floral Endowment Receives Major Contribution t…

AFE recently announced that it has received a $100,000 contribution from Egon and Laina Molbak, the founders and long-time owners of Molbak’s Garden + Home outside of Seattle.

Read More
Ken and Deena Altman

March 7, 2017

Altman Plants in Escrow to Purchase EuroAmerican Propag…

Ken Altman, a co-owner of Altman Plants based in Vista, CA, has confirmed that the operation is currently in escrow to purchase EuroAmerican Propagators, the Bonsall, CA-based young plant and finished plant grower that filed Chapter 7 Bankruptcy on Jan. 23, 2017. Ken and Deena Altman are co-owners of Altman Plants and The Plug Connection, along with their son Matthew, who has recently bought into the family business. The 55 acres of land and all of the facilities on it, which were previously owned by Jerry Church, a partner in EuroAmerican Propagators, are part of the purchase agreement currently in escrow, Altman says. However, it would not be absorbed by Altman Plants, which in 2016 was number 3 on Greenhouse Grower’s Top 100 Growers list with more than 11 million square feet of environmentally controlled greenhouse production, 62 acres of shade production, and 400 acres of outdoor field production. Altman Plants’ property […]

Read More

March 2, 2017

Greenhouse Grower State of the Industry Whitepaper Avai…

This year’s survey featured a record 975 respondents and tackled topics such as sales trends, technology, major industry challenges and opportunities, and much more.

Read More
Greenhouse Grower State of the Industry Webinar

February 27, 2017

State of the Industry Webinar Available for On-Demand V…

The half-hour presentation includes an analysis of Greenhouse Grower’s 2017 State of the Industry survey, along with insights from horticulture industry leaders.

Read More
North Creek Tim McGinty Steve Castorini

February 24, 2017

AmericanHort Names New Board Members and Officers for 2…

The new board members are Steve Castorani of North Creek Nurseries, Tom Hughes of Hughes Nursery and Landscaping, and Cole Mangum of Bell Nursery.

Read More
EAGL Graduates

February 22, 2017

Emerging Industry Leaders Earn Business Management Cert…

Dr. Charlie Hall, Ellison Chair for International Floriculture at Texas A&M University, recently announced the graduation of the fourth cohort of the elite Executive Academy for Growth & Leadership (EAGL) program for nursery and greenhouse growers.

Read More
2016 Top 100 Growers List

February 18, 2017

Top 100 Growers Survey for 2017 Is Now Open!

Operations with more than 400,000 square feet of environmentally controlled production are eligible to take the survey, which only takes a few minutes to complete.

Read More

February 17, 2017

How to Keep Customers Coming Back With Top-Notch Servic…

A recent article on Forbes.com outlines seven ways organizations can take their customer service from good to great and beyond.

Read More
Tom Foley, WaterPulse

February 17, 2017

Industry Veteran Tom Foley Discusses His New Role as Vi…

Foley, a greenhouse industry veteran who was most recently with EuroAmerican Propagators, will be responsible for North American sales of WaterPulse’s patent-pending capillary mats and associated irrigation systems to nurseries and growers.

Read More
EuroAmerican Propagators Greenhouses

February 14, 2017

Suppliers Comment on Plant Genetics’ Fate After EuroAme…

Since the operation’s bankruptcy filing on January 23, 2017, suppliers associated with EuroAmerican Propagators have updated Greenhouse Grower on what the operation’s bankruptcy means for them – and how it will impact grower customers.

Read More