Don’t crowd out your own social media content

It’s bad enough having to compete with everything else, make sure that your social media content is not competing with itself. We are all bombarded by information and only able to consciously process a small percentage of it. Avoid sending Tweets to frequently. Know your audience’s threshold and preferences.

Use contra-competitive timing

It may feel as if you are burying the lead if you send a Tweet or post content on a Friday, Saturday, or Sunday. Then again, the volumes are significantly less during that time; and you may, in fact, receive more attention from your audience. See what works for you, but don’t avoid the weekends as a steadfast rule.


Your reputation can be an important factor in what social media content gets shared, because it may precede you as one measure of the value that you provide. Build and protect your reputation by providing content of value to your audience.


Just having valuable information in some situations is not enough. As Dan says, “If you’re a caveman and you know the best place to go pick berries in the woods, that information is not useful if everybody else knows that same berry-picking patch, because it’s going to get picked out. But, if you’re the only person who knows that information, then that is valuable.” People don’t want to Retweet things that everyone else is already talking about.


Novelty is similar to scarcity. If the valuable information is brand new, it is likely to still be scarce.

Social Proof

We tend to weigh the correctness of an action by how many people are doing it. If we know nothing about two restaurants and one has a line of one person and the other of 20, we may be more inclined to choose the one of 20. As Dan notes, we could be the first to eat the berries; or we can reduce our risks by watching what happens to someone else who eats them first.

Information Void

People will fill in what they don’t know. This can be a strong force that can work for or against you. Make sure people know what you want them to about your brand. Discover what information people are seeking, develop that social media content, and you just may have something sharable.

Combined Relevance

By combining distinct interests of your audience, you can create social media content that seems customized to them and uniquely relevant. If your audience is interested in vinegar and Euclid Geometry, combining these two may have a strong appeal.

Write Simply and Clearly

Use verbs and nouns over adjectives and adverbs, and write on an elementary to middle school grade level. This does not mean your concepts have to be on this level, just the writing itself. Avoid jargon. Following these language tips may help improve how often your content is shared.

Following Dan’s advice has strong potential for getting your content noticed and shared.

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