here’s a real weigh-up between real-time content and timeliness between the two social media channels and we must consider this in our social media strategy. Twitter is often thought of as a news outlet due to the real time nature of the platform. We tend to see shorter but more frequent posts on Twitter, with users and brands often providing a running commentary on situations (take Dunkin Donuts’s #DunkinReplay campaign for example). Consequently, the lifespan of engagement with content on Twitter is shorter. For those wanting to post evergreen content, consider Facebook as the medium as it is the outlet for on-going conversations, as Sheena Cox mentions.