And you have to always be cognizant of what’s going on in the world

[zihadhasan012]

And what’s trending in the moment and that timeliness [and] you can react to those spontaneous moments. What you’ve got regularly scheduled, that’s your foundation. And once you have the foundation secure and scheduled and managed and running smoothly, that’s then, in my opinion, when you can build upon that. Because if you just chase whatever’s trending — chase what’s most viral at the moment — it can be a lot harder to connect that back to your brand and define the purpose of a particular channel.


b.: Is there a sweet spot in terms of reacting to different algorithms? Lakshmin: I think it depends on the brand. I’ve worked for news brands, and it’s a lot more difficult there because you have to stay on list of israel cell phone numbers top of the news cycle. And the news cycle dictates your content to a certain degree. And that can be really stressful, very challenging. And it requires more of a reporter’s journalistic mindset. When you work for social for a brand, it gives you a little bit more leeway in terms of being able to look at things and plan out much farther.


What makes sense for your brand? It’s a lot easier for me to think about social programming, because I can kind of slot myself in and say, “What would I want to see on social?” So for Lonely Planet, for example, we have our calendar fully scheduled [months ahead] with workbacks. I know what we’re planning to publish every single day until then. And what we do publish daily, that will change inevitably. But it becomes really easy to move things around when you’ve already got, again, the foundation laid out, so it becomes a question of, “Hey, we’re still waiting on this photo,” or “Hey, this voiceover didn’t come in from a contributor yet, so let’s push this back another week and adjust the workback,” and then “this thing that actually came in earlier than we expected, let’s move this up.