Inspirations, deep thoughts, surprising insights, or random ideas on how social media intersects PR.
In the world of public relations and social media there seems to be pressure to constantly create new and engaging content. This content normally has a very short shelf life, with engagement dropping three to four days after it is first published (pg. 80). Communications professionals feel the need to be constantly updating their website, blog, or social media platforms to keep their customers sharing the content, and spreading their name. I found it surprising that one of Schaefer’s tips for increasing shareability was to ‘revive content,’ or repost links to articles that are weeks, months, or even years old. It was interesting to see how engagement on Schaefer’s “Why 100,000 People Unfollowed Me on Twitter” post steadily and exponentially increased, even after almost two years.
Following this tip, public relations practitioners and other communications professional should place emphasis on creating strong “evergreen content” rather than pushing out content as quickly as possible. Schaefer uses the term evergreen to describe content that “answers your customers’ most common questions and rarely goes out-of-date (pg.81).” A company that is known for doing this is Cosmopolitan magazine. While they are pushing out new content on a regular schedule, their strongest articles are always being revived on their Facebook, Twitter, and Snapchat accounts. These articles always seem to receive a lot of engagement from their followers, and are constantly being shared.
I agree with Schaefer’s statement that content that is always useful and relevant can be revived on a company’s social media accounts. Increasing the amount of shares on a small batch of strong posts is much better than limited customer engagement on new posts formulated on a weekly, or even daily basis. As future practitioners, this teaches us to focus on stronger, well thought out writing to create posts that can live forever on the internet and remain relevant.