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Why is Social Media Like a River?

In what way is social media like a river? Think of the word "flowing." That's right, social media flows like a river.

Now think "always moving," like the waters that flow in a river. Social media is like the water that flows downstream-it's ever flowing and cannot be stopped. It is flowing 24 hours a day, 7 days a week, 365 days a year.

Now, envision yourself in the middle of this huge river, suspended over the water. Visualize torrents of water coming right at you--ever moving, ever flowing. Now, look down. You can see the waves passing under you. Just for effect, imagine the sound of rapidly-moving water as it heads for parts unknown behind you.

Please picture Facebook pages of pictures and text flowing downstream on your left, moving along at a good pace for parts unknown. The next channel of water contains LinkedIn pages, and headed right for you are Google+ pages. Slightly to your right are Instagram images and on the right of that are tweets-all of them moving at a fairly high rate of speed. Nothing can stop this flow of social media pages. Content keeps on coming no matter what you do.

By now, 20 Facebook pages have floated past you, 15 LinkedIn pages, 50 Twitters, so on and so forth. This exercise in visualization demonstrates how so much like a rushing river that social media is. Even if you stop or slow one or more of those social media channels down, you know in the back of your mind that there's going to be more of them coming and that the longer you keep one or more of these channels from moving, the more catching up you'll have to do later.

Here's the kicker, if something you saw a few minutes ago strikes your fancy, just how far back are you willing to scroll to find it? How many others interesting posts have passed you that you might be interested in? Well, many of them you probably will never lay your eyes on. The fact is, the number of posts you see is but a bare sampling of the number there really are, and none of us are willing to follow the trail backwards too far to see them.

So what's the point?

There are those who practice social media outreach who believe it's proper to send one or two social media messages down the pipe a day. For just a moment, put this notion in context of the flowing social media river in the opening example. Who's going to see those two postings you send down your social media channels today compared to the number of people who are standing along the river edge over the course of the entire day? Because not everyone is standing there every minute of the day to see each and every post that goes by, the number is going to naturally be relatively low.

A successful social media outreach program requires multiple releases of each and every posting throughout the day, evening, and sometimes early morning in order to realize maximum impact. This is especially true of Twitter where "…tweets have an extremely short life span; a tweet's half-life-that is, when half of a link's total clicks occur-is 24 minutes, according to social media analytics firm Wisemetrics. So if a consumer doesn't interact with a brand's message shortly after it's posted, chances are, he probably never will," says Zak Stambor, a writer with Internet Retailer.

Unless you're sitting at your computer all day long, it's impossible to make multiple postings across all social media channels so many times of the day.

So what's the remedy?

At TpromoCom, we schedule our entire day for all our clients either the night before or in the early morning using a third-party service that features an automated software program. But you can delegate this responsibility to a member of your staff and have them manually perform your social media posts throughout the day in between their regular duties, if and when they have the time.

Multiple postings are only the beginning of smart, effective social media outreach. You really must engage your followers and readers and you do that by interacting with them within each social media channel. Unless you do this, you will not be able to grow each of your social channels. This means you should respond to comments, thanking those who follow you, those who favor your posts, and those who like them enough to share them with their own followers.

About the Author

Al Colombo is a copywriter and trade journalist, providing web content, social media outreach services, and website design and hosting.

TpromoCom specializes in writing quality content. Give us a call today for a free, no obligation telephone or email consultation. Let us help you write the quality content your readers need and want. Call 330-956-9003, kc80cv on Skype, email us at, or visit our website at http://www.Tpromo.Com.

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