As social-media marketers seek to reach out across a range of platforms, it makes sense to automate cross-posting to ensure your content reaches as many people as possible, writes Kaila Colbin. Still, it's important to take into account the differences between platforms, as a Facebook fan's threshold for updates is likely far lower than that of someone who has chosen to follow you on Twitter. "The trick is finding the balance between making those things happen automatically and retaining an authentic, personal, nonannoying voice on social media," Colbin writes.

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