How long do your (social) links last? Have you even asked the question?
According to bit.ly the half life of a link is not very long at all. On average the lifespan of your link is 3 hours! Imagine a job board telling you your job would be displayed for 3 hours. But, whilst a job board advert will be at least 30 days the real question is:
"How long will it be at the top of the search results?"
Of course the same question applies to search engines (SEO) as well, the only difference being is that we "know" how long a social link will live (get clicks) and should take this into our thinking. If you read the bit.ly post comments you will see that there are many opinions on the findings by bit.ly but regardless, the data clearly shows the highest number of clicks are in the first few minutes/hours and NOT days.
So what does it mean?
In simple terms, to get the most out of social links be prepared to post them 2 or 3 times if they are really important. Obviously you don't want the same link appearing as the only thing you have posted in the last 24 hours so you will need to mix it up with some conversation but don't think "post once and forget".
Age old marketing still shows that people (customers, candidates, prospects etc.) need to see your messages consistently and regularly.