(Note: This post originally appeared on the PNConnect blog)
There’s a thought-provoking post by Melody Kramer at Poynter today about news organization and ephemeral content. Specifically she’s addressing the question of how – or if – those media companies can or should be archiving the posts they’re publishing to services like Facebook through Instant Articles and Snapchat, in some cases through Discover. Even more minute than that, how are news organizations capturing and keeping the captions they put on a Facebook photo, or the copy in a Tweet that links to an on-domain story?As usual, many of the questions and issues that are asked and raised here about the news world also has implications and applications to the world of brand publishing.
Similar to how news organizations have to, brand publishers have to walk the line between accomplishing a number of goals. We certainly want the brands we work with to be adjusting to market trends and right now there’s no bigger trend than off-domain publishing. Again, Facebook Instant Articles and Snapchat Discover are leading this trend, though Twitter certainly wants you to do as much organically on their network as possible and YouTube, in addition to being a great video archive, is essentially an off-domain tool where you can host a self-contained presence.
Interestingly, as I’m writing this the story popped the Reported.ly, a new news organization that at first embraced an approach of going completely native on social networks, has launched a website. The reason? To add context, allow for bigger-picture views and act as an archive. In other words, everything that a website should do.
This is a line we walk ourselves as counselors to our clients whose publishing programs we advise on. We know what works – the hub-and-spoke strategy that focuses on owned content being published on-domain and distributed to managed channels – but also want to make sure our clients are going where the audience is and that audience is increasingly living and reading within apps and social networks.
There aren’t the same concerns for brands that media organizations have. Corporate blogs aren’t going to be the paper of record, but those archives do have historical value. There may also be regulatory considerations that mean a brand *has* to be archiving all communications.
Finally, there’s tremendous value in having an archive of content to pull from to combat content decay. The only channel that’s future-proof is the one you control. It’s a bit hyperbolic, but Facebook could disappear next year. Snapchat could fold. Vine could be shuttered. And are you comfortable playing the odds that before they go away that they’ll make sure you can download an archive of everything – posts, comments, engagement and so on – you’ve done over your time there?