Someone recently asked me this question, so I thought it would be a good one to address. The goal of social media content is to be shared, so it’s natural to find that others are sharing the same content. Those who create content such as blog posts do so with the goal of having it shared as much as possible, so when it’s shared by lots of other people, that’s a good sign and the writer is definitely happy. If you are seeing this content being shared by others, it simply means that you are following others who have identified the same content as valuable to their social media followers.
It would make sense then, to see the exact same articles shared by your (alleged) competition, given that you serve a similar audience. Who knows, they might have seen it on your profile to begin with and isn’t imitation the best form of flattery? In the world of social media is if not only acceptable to share content of your “competitors”, but it’s a good strategy. It speaks volumes about a company’s culture when they know that they are good at what they do and do not feel threatened because someone else is in the same field (that a whole different topic). 🙂
If you want to create truly unique content you can do that by creating your own blog posts, images, and videos. And hopefully others will repost and share those and give you additional exposure in the process.
I will close with this. My company manages social media campaigns for several companies. It’s important to know that the best type of campaign is one where the internal team has the freedom to share some of the internal dialogue from within through the social media channels. This is the stuff that happens in real time and would be easier to post than to send a message to your social media provider, and it makes for a robust campaign, with a mix of internal / personal posts as well as the information the educates, empowers, and edifies your audience.
If you have any questions about managing your social media campaign, feel free to contact me; I’d love to learn how my team and I can serve you.