Don’t get us wrong: we love social. There’s no better way to connect and engage with people than social. The problem is that putting content into social is like trying to store a book in a conversation: it’s not designed to hold and store info for later.
Social is all about the moment, all about the now.
Content can have an almost instant half-life (just ask every high school student reading Shakespeare). It’s value isn’t just in the now, but in the tomorrow and a thousand more tomorrows.
So invest appropriately.