The world of social media platforms is a fast-paced one. With the average lifespan of posts ranging from 21 minutes to one day, you can’t stay stagnant and expect success.

Similarly, you can’t continue to rely on the same tactics and strategies you’ve been using for the past several years and expect their performance to stay the same.

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Erin Fry is social media strategist at Two Rivers Marketing, a division of Woodward Communications Inc., parent company of Telegraph Herald.