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Back in 2010, I wrote a fairly popular article called 'How To Create a Social Media Release Plan'. There is still a lot of truth to it, but quite a lot of things have happened since then. So, how would we think about this today?
In this article, we will look at just that. We will talk about social media in the 'age of 24 hours', which is now a window of opportunity that we see with channels such as Snapchat and Instagram stories.
It's quite fascinating to see how massively our connected world has changed everything over the past 15 years. Let me tell you a little story.
Fifteen years ago, I was working for a big fashion company, and each of our brands would create between 4 and 6 'collections' per year. We had spring, summer, autumn and winter collections. And then on top of that, we sometimes had pre-spring and a pre-autumn collections.
We then planned the launch of each campaign to match the editorial schedules of the fashion magazines, who only published one magazine per month. In other words, we designed each launch as a 'marketing push' where everything would be done as one big event.
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What the shift in media is really all about.
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It is not about creating a shop in a tab. It is about turning communication into sale.
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