Content in social media is a fluid and ever growing body. Your content body grows in different plots along the time-space continuum. Some of your content cannot and should not be scheduled ahead of time. News-worthy events and announcements cannot always be predicted. A win or an award should be celebrated in real time and posted on your social media platforms. Some of the social media platforms, like Twitter, can be seen as the institutional water cooler, where remarks as innocuous as commenting on the latest winter snowfall on campus might be considered worthy of a tweet. These kinds of social media content stem from the now, the immediate moment along the time-space continuum plot from which we unearth and grow our social media content body. They are important for building a social community, developing trust and transparency, and creating conversational chatter that your followers (especially current students, staff, and faculty) appreciate.
Fluidity is important but there are other parts of your content body tree that might not spring up from our time-space continuum plot naturally and in real time. These pieces of the social media content tree are just as important as the in-the-now content. Sometimes, these branches of the content tree are even more important when it comes to attracting new followers from the pool of potential new students and new faculty hires. You want to recruit new students and new faculty and in order to do that, you have to provide the right content.
Imagine bees pollinating their favorite blossoming flowers on an apple tree. Your content has to attract new buzzing followers just as it maintains the current followers. Social media content can branch out from past events, news, trends in the platform such as Throw Back Thursday, and research or can be more forward-thinking in their reach, imagining what might be the newest trend or piece of technology in the future. These kinds of content lend themselves well to scheduling ahead of time.
An advantage in particular for an institution that has such a vast array of disciplines is that organizing the types of content into a regularly rotated and scheduled calendar insures that all of these different content branches get covered. No discipline or branch of your institution is lost in the crowd and you not only maintain your current followers who are interested in one of the branches, but you attract new students who might be interested in pursuing one of these blossoming branches of knowledge at your institution.
As we know, social media is shared among those who have similar interests, so the exponential growth and reach of the various content branches can extend widely. Managing your content tree with a scheduled content calendar while still remaining fluid to the now, keeps bringing different branches of your content tree to the spotlight, leaving no one buried in the dirt.