In the world we live in there are countless potentials for social engagements. There are the “big guys” of the social world such as YouTube, Google+, Facebook and Twitter. Then, depending on audience, we have Instagram, Pinterest, Vine and Tumblr. And let’s not forget the “new guys” brands and agencies are ecperimenting with such as Snapchat. All of these posts have a lifespan. And we should account for that in our social strategies to begin with and then in our content calendars when time.
It’s pretty easy to figure out the lifespan when you stop and think. YouTube, Pinterest and Tumblr have the longest. In some cases these posts may be evergreen. These platforms are made for finding and collecting thoughts. Search and repurposing is easy and the standard.
When content ties to a campaign they may be far more time stamped. Even still, we should have a mix of Posts, Boards and Playlists that are there to be used for a very long time. They should be relevant when posted but may resurface in a few months to get some new attention. That may happen due to a product taking off, or a paid endorser finding a spotlight or because an unpaid influencer comes across it and introduces it to their social circles. This is social gold.
Some ideas we use when thinking about this are larger stories. Overall brand stories. What overall business goals or pillars does all of your marketing work towards? What is core to your sales or image? Incorporate them into the always-on calendar and build a war chest of go-to content. And keep adding to this list. LTO’s come and go and are critical to the bottom line. But overall company goals typically are far more important.
Fleeting thoughts are the norm of social and usually the most glamorous. Use the long-term content to build a base for those channels. Have these assets for community managers to link to when asked questions. And show up in search when the time is right.