Many companies use auto-feed services to cross-post headlines to a broad range of social networks, notes Gina Trapani. That's efficient, but ultimately unrewarding, she argues, and it means businesses are failing to harness the relative strengths of the different networks they're signed up to. "Piping feeds from one network to another is a zero-effort way to broadcast content, but it also offers minimal returns," she writes. "Writing updates that suit the medium will yield a stronger community and better conversations."

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