Social media and the forgotten content challenge

Don’t worry, this post is not again about the importance of share-worthy content and user-generated content in social media. It’s about another content challenge.

Many companies still struggle with the basics of relevant and visitor-centric on their web sites. All too often they don’t pay enough attention to the written content, the little words that make people click, the words in web forms and so on.

One of the aspects that is often overlooked when defining a content strategy for a web site is that you need to check the relevance of your content and, more importantly, if there are no web pages or other content items that are completely obsolete. Every content strategy should foresee that. Now, let’s take a look at social media.

Do you need to check the content of the tweets you’ve sent two months ago? No, Twitter is by definition a very time-related channel. It’s like the press releases on your web site: no need to check these now and then: they are related to a specific day and time.

But what about all the other content? Like the general conditions on your web site or the product pages or the “about us” section, etc.? I mean, it looks quite stupid if someone visits the “management team” page and finds that the CEO that has been dumped two years ago is still there.

On some social media, you will have content that is not related to a certain event, time or date. So it’s obvious that, when defining a social media strategy, you should not only think about share-worthy content creation and user-generated content. You should also look at the social media themselves and, specifically, define a content revision plan for those media that contain ‘timeless’ content. A good example is a blog or a Facebook fan page. Now, I hear you thinking, “but aren’t blog posts time-related too”? Of course they are but does your blog only contain posts? Think about it. 

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