Throughout the day I see people tweeting links to the same article several times. There’s really two ways you can look at it. You can consider it link whoring and self promotional. Or you can think it’s a smart maneuver. I fall into the latter thinking.
It’s smart to post an “in case you missed it” link on Twitter and other social networks because everyone isn’t looking all the time. I follow around 600 people on Twitter, so I miss a lot. There are people who follow me who follow even more people than I do (which I can never figure out how they accomplish in a meaningful way). They’re probably missing even more than I do.
If you post a link a couple times throughout the day, you’re making sure you’re capturing different portions of your audience. It can help promote your work to a larger group of people.
Of course you have to be careful when you do an “in case you missed it” post. You don’t want to come off as the former category — link whoring. If you’re doing too many “in case you missed it” posts, you run that risk. The tone of your posts also can run the risk of coming off as link whoring. Be light and be selective of when you post it.
You also can aggregate posts from your blog if you post them over a weekend. I posted something here on Friday night about my choice not to go into sports journalism, so maybe not everyone saw it (see how I (not so) cleverly mentioned it here and linked to it?). We frequently have things at work from over the weekend in our community that could get missed, so some Mondays we’ll aggregate those items into a post in case people missed it.
The point is it’s important to know your audience and their habits. When are they following your social media posts? When are they reading your site? By doing so, you can make sure you target them better and get more eyes on your work. And what’s it worth if you don’t have people reading and looking at your work?