Journalists are among today’s most savvy social media publishers. They’re nimble and timely and have strong voices. They are constantly consuming content to learn and test the best art, copy and topics. They’re master storytellers and suss out a narrative with even the most mundane set of facts.
Meanwhile, many brands are still thinking about social content months in advance and are applying old modes of content creation to a digital world that has no time for six-week flights or long production cycles. To keep up with the pace of the Internet, more brands need to start slapping together their social stories on deadline.