You may be surprised to find out what the average shelf life is for your lovingly crafted social messages.
The problem with content is the same as the problem with campaigns. The average half-life of content on Twitter is less than three hours. On Facebook, five hours will give you 75% of all the views you will get. An average article reaches just about everyone it’s going to reach in 37 days. Like content, campaigns run for a short period and then they die. And if you’re like most organizations, 60 to 70% of the content your company creates goes unused.