Cross-posting is simply the practice of broadcasting the same message to multiple information channels. (This is often confused with multi-posting; in this practice, a marketer will post multiple identical messages across many channels. Cross-posting uses only one single message for all posts.) These channels may include forums, mailing lists, newsgroups and social networks. Marketers and other promoters leverage cross-posts to share an exciting or important message to different audiences. Because each information channel will theoretically reach different portions of their target markets, or different demographics.

Because cross-posting utilizes the same message multiple times over, it is best that marketers limit their use of this practice to only unique or high-priority messages. Frequent or excessive cross-posting can damage a marketer’s or poster’s reputation. This can seem as though the marketer is spamming their information channels. This practice multiplies the traffic to their posts without adding any new content. In fact, as too many email lists, forums and other networks begin to look the same, this may lead to the cross-poster being banned from some forums and blocked by certain users.

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