We have short attention spans, and so much of what happens in social media is ‘in the moment’ – that leads to one of the long-term problems of social media; maximizing value of old content. A number of corporate blogs have been publishing for more than 3-4 years now and that is a great deal of old posts. With the shelf-life of a tweet lasting a few minute, imagine the challenge or drawing attention to a post from 3 years ago.
Sure many things are topical, but a great deal of content is still relevant, even a few years later. There is natural discovery via search, and that long tail of visitors streaming in via old content is of value, but how to get more?
Now we won’t go the way of the newspapers and charge for access to the archives, we want all the readers we can get for that archived content. That long-term value is something we work on daily with our clients. It’s a combination of smart content planning and promotion along with the right technology.
While it’s important to seize opportunities now and live ‘in the moment’ you also need to live in the past.