Publishing to Twitter from Facebook Pages
Many people have asked us to make Facebook and Twitter work better together for those times when they want to share their content as widely as possible. We agree. Over the next few days, we will be releasing a feature that allows administrators …
Context & Ripple Effects
Facebook had already made public status updates easier through its new public publishing tools in June 2009. Extending distribution from Facebook Pages to Twitter turns that publishing layer into a cross-network outlet for administrators, rather than requiring duplicate posting.
First-order effects
- Facebook Page administrators can publish Page content to Twitter, widening the immediate audience for a single update.
- Twitter gains a direct inflow of content managed inside Facebook Pages, while Facebook keeps the originating publishing workflow on its own service.
Second-order effects
- Organizations running Pages can treat Facebook as the primary posting console for two audiences, increasing the value of Page administration tools relative to separate social-media workflows.
- Twitter’s value to Page operators shifts toward downstream reach and conversation, while Facebook’s publisher becomes the point where distribution is initiated.
Third-order effects
- If cross-posting becomes a standard feature, social platforms compete not only for user attention but also to become the control point from which organizations distribute content across networks.
The trend: Social publishing is moving toward one-to-many distribution workflows, with platform-owned publishing tools competing to be the starting point for cross-network reach.