We've all seen news stories about an ill-advised Tweet that caused major embarrassment to someone or some company, and while it is true that you can't bring it back once it's out there, most social media posts fade into the background very quickly.
- Facebook posts look "old" or end up below the first scroll page limit after about 3-5 days.
- Tweets are old news within an hour (unless they're controversial or go viral)
- LinkedIn posts are dated once they're over a week old, generally.
For this reason, your social media marketing has to be dynamic and fresh. This puts some pressure on businesses to generate new content and be posting all the time, right? Well, yes and no. You should be posting often enough to be relevant, but not so often as to seem noisy and desperate.
As the "lifespan" of content, this can work in your favor - you can recycle old content interspersed with brand new information to keep your social media accounts vibrant.