Recycling firm-generated content on social media platforms: phenomenon and research propositions

Purpose The manuscript aims to introduce the managerial practice of content recycling – that is, a firm's recycling of its posts on social media platforms. I define and distinguish the phenomenon from related ones and offer propositions for future research to test empirically. Design/methodology/approach Review of the practitioner literature, in-situ observations with content managers, and a survey of content managers and Facebook users. Findings Managers recycle their posts to recoup the costs of content. Under some conditions, recycled content may yield more benefits than costs. Research limitations/implications I define the phenomenon of content recycling and differentiate it from related terms. I offer propositions for future research. Practical implications I inform managers of the benefits and costs of recycling content and conditions under which benefits may override costs. Originality/value The research is novel and helps develop a common managerial practice.