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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.

Review of the practitioner literature, in-situ observations with content managers, and a survey of content managers and Facebook users.

Managers recycle their posts to recoup the costs of content. Under some conditions, recycled content may yield more benefits than costs.

I define the phenomenon of content recycling and differentiate it from related terms. I offer propositions for future research.

I inform managers of the benefits and costs of recycling content and conditions under which benefits may override costs.

The research is novel and helps develop a common managerial practice.