Too often life is about creating things by a deadline, handing in the project and walking away.  It doesn’t matter what happens after you deliver, whether your work is solid or comes apart at the seems with time.  Seth Godin calls this method of thinking: buildings.

But that’s not really what life is about.  Seth says a better way of thinking about projects is to equate them to gardens.

Gardens are living, breathing and changing.  They have to be tended and nurtured and we have to be willing to switch up our game plan and strategy to roll with the punches.

Just like projects.

So many brands start social media programs without realizing that they are taking on a life-long project that will need to be nurtured, managed and tended regularly.  It takes a real commitment, there is no set it and forget it option with social media.