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 Management...
SNA Logo

June 19, 2017

SNA, MANTS Plan to Co-Locate Their Events in 2018

There is crossover appeal for participants of both events, according to show organizers, and this cooperation will bring value and potential new business opportunities for both audiences.

Read More
Heat Safety App

June 18, 2017

Protect Your Employees from Heat-Related Illnesses with This Updated App

The National Institute for Occupational Safety and Health and the Occupational Safety and Health Administration have released an updated app for smart phones that can help workers stay safe when working outdoors in hot weather.

Read More

June 1, 2017

Reimagining a Brand: How Did We Do With Greenhouse Grower?

Changing the design and content strategy of a brand isn't easy, but we think the new Greenhouse Grower will help carry our innovative industry forward and allow us to better serve your information needs.

Read More
Latest Stories
SNA Logo

June 19, 2017

SNA, MANTS Plan to Co-Locate Their Events in 2018

There is crossover appeal for participants of both events, according to show organizers, and this cooperation will bring value and potential new business opportunities for both audiences.

Read More
Heat Safety App

June 18, 2017

Protect Your Employees from Heat-Related Illnesses with…

The National Institute for Occupational Safety and Health and the Occupational Safety and Health Administration have released an updated app for smart phones that can help workers stay safe when working outdoors in hot weather.

Read More

June 1, 2017

Reimagining a Brand: How Did We Do With Greenhouse Grow…

Changing the design and content strategy of a brand isn't easy, but we think the new Greenhouse Grower will help carry our innovative industry forward and allow us to better serve your information needs.

Read More
June 2017 Cover feature Image

June 1, 2017

Greenhouse Grower is Evolving With You

For 33 years, Greenhouse Grower has been the most trusted, independent resource for our industry and your operation. We’ll keep evolving to remain an indispensable partner for you in the months and years to come.

Read More

May 31, 2017

Customers Come First at Prides Corner Farms

This people-focused grower serves a diverse set of customers, successfully giving each one individual attention without sacrificing efficiency.

Read More
Art VanWingerden

May 31, 2017

Art VanWingerden on the Importance of Investing in Your…

When it comes to reinvesting in structures, Art VanWingerden of Metrolina Greenhouses says it's important maintain the longevity of the building so it will last to the next generation and the generation after that.

Read More
Stepables Tough-Ten Tags

May 25, 2017

Jury Awards Damages in Stepables Photo Copyright Case, …

According to a press release from Under A Foot Plant, Co,, a jury awarded Under A Foot Plant (which owns the Stepables product line) $900,000 in actual damages for The Perennial Farm’s use of Stepables’ copyrighted photographs.

Read More

May 25, 2017

AmericanHort Hosting Advocacy Visit to Capitol Hill in …

AmericanHort has announced it will be hosting Impact Washington, an inaugural advocacy and policy summit, in Washington, DC, Sept. 12-13.

Read More

May 23, 2017

USDA-APHIS Bulletin on Unauthorized Distribution of Gen…

On May 2, 2017, USDA-APHIS was informed that an orange petunia variety was potentially genetically engineered and had been imported and moved interstate without required authorization by APHIS. This led to testing of numerous petunia varieties, which confirmed this particular variety and several others are genetically engineered, and meet the regulatory definition of a regulated article under APHIS regulations. APHIS continues to work with the industry to ensure unauthorized GE petunias are not distributed in the United States.

Read More

May 23, 2017

6 Simple Ways to Acquire New Customers

Even the most successful brands need new customers if they want to grow their business, or stay profitable.

Read More
Dr. P. Allen Hammer, Dummen Orange

May 22, 2017

New Dümmen Orange Scholarship Honors Legacy of Dr. P. A…

“Our industry’s future depends on attracting and supporting bright, hard-working students into horticulture programs across North America, and the support of Dümmen Orange will aid that effort,” Hammer says.

Read More
The Greenhouse and Hoophouse growers handbook

May 19, 2017

New Book Highlights the Benefits of Growing Vegetables …

Andrew Mefferd’s new book, “The Greenhouse and Hoophouse Grower’s Handbook: Organic Vegetable Production Using Protected Culture,” covers the many benefits of protected culture food production, from being first to market, to more effective pest control.

Read More
MedMen New Facility

May 18, 2017

MedMen Cannabis Production Facility in Nevada Nearly Co…

Construction is expected to be completed this summer on the facility, which will include a 26,000-square-foot greenhouse and a 19,000-square-foot extraction and production wing.

Read More
New Frontier Cannabis Industry Annual Report

May 18, 2017

New Frontier Publishes Annual Report on the Cannabis In…

The 2017 Cannabis Industry Annual Report provides an up-to-date perspective on the growth and transformation of the legal cannabis industry, and what it means for each segment of the market, including producers.

Read More
ISO Cutting Machine

May 16, 2017

The Top 100 Growers are Investing in More Technology to…

Labor has traditionally been among growers’ most significant costs, but the continued rising costs and lack of available labor are currently two very heavy burdens that growers have to bear. As the labor supply dwindles, the Top 100 Growers discuss their next steps toward investing in technology to streamline efficiency at their respective operations.

Read More
Flores El Capiro, AIPH Grower of the Year 2017

May 16, 2017

Entries Now Open for International Grower of the Year A…

The International Association of Horticultural Producers’ International Grower of the Year Awards, sponsored by Royal Flora Holland, will take place at IPM Essen 2018 in Essen, Germany.

Read More
Cannabis Crop Protection

May 14, 2017

2017 Cannabis Regulatory Outlook: A Game of Wait and Se…

Medical and adult use legalization measures are on the legislative agenda in a total of 37 states in 2017 — and there's a sentiment gaining steam that the new administration may not be so scary after all.

Read More
2016 Top 100 Growers List

May 12, 2017

How the Top 100 Greenhouse Growers Tackle Managing Cost…

The country’s largest growers continue to strive to maintain a balance with price and costs while making sure they stand out from the competition.

Read More