Do companies over- or under- think their social media: The 45-Day Planning Process That Goes Into Creating A Single Corporate Tweet

Business Insider visited an over-thinking agency forgetting one thing… engagement….

Facebook, Twitter, and Instagram have become increasingly crowded with branded accounts seeking their attention. Every few seconds, your favorite brands are tweeting at you.

But what most people don’t know is how much time and effort goes into curating these accounts, writing tweets, and filling your news feed with content people actually want to see. For instance, it can take a team of 13 social media and advertising specialists up to 45 days to plan, create, and get approval for one corporate social media post.

To learn more about the process, I spent a morning at Huge, a digital design and advertising firm that runs the social media accounts for eight different brands, including TD Ameritrade and Audi. At the agency’s New York office, a team of five social media gurus spend their days keeping tabs on conversations across Facebook, Twitter, Pinterest, and whichever social app pops up next.

One expert vs. 800 million amateurs

Of the many changes the internet has brought to the advertising industry, few have been as profound as the explosion of social media.

The emergence of massive platforms like Facebook, Twitter, and Instagram have forced brands to compete for users’ attention against just about anyone with an internet connection. They are easily ignored. It’s a far cry from the days when they simply purchased your attention via 30 seconds of TV airtime or a full-page ad in a magazine.

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