Social media marketing is very different from other marketing platforms. Traditionally marketing is campaign driven—a tradeshow, an ad, a promotion or an event. Each of these activities has a clear beginning, middle and end. Social media on the other hand is endless.
Social media is driven by the here-and-now. A post made on Facebook or Twitter a day ago is lost. Users’ social streams are constantly moving, and each piece of content has a very short shelf life. And in some sectors, what was said an hour ago is old news. This means companies have to keep adding and participating in social media to stay relevant and visible. They can’t stop feeding the content beast, or they’ll get lost.