Many of the training programs delivered by organizations focus on a single training event as the catalyst for change. The idea is that if someone needs to learn accounting or excel we can send them to training where they learn what they need to be able to perform on the job. This same logic is often used by organizations with their social media training. They plan a one or 2 day social media training event to educate their organization with the knowledge and skills required to be successful on the job.

The problem is that unlike other knowledge areas, the body of knowledge when it comes to social media isn’t static. The tools change constantly. The formulas for success are also changing rapidly. Something that works today, might not work in 5 months. A new social network could dramatically change your strategy. Single training events don’t work well for fluid material, like social media.

I’ve trained thousands of individuals and organizations on social media marketing, and one of the trends that I’ve seen is a movement towards creating year-long learning plans in addition to point-in-time training events.

The Landscape Changes Quickly
In social media the landscape changes fast – it seems that almost every month there is a new development or a change in what works. For example, Pinterest seemed to come from nowhere, and Google+ immerged almost instantly as a major player. Since the actual social media landscape is changing so quickly, it is important for learning plans to accommodate continuous education.

People Change Faster than they Used To
The other thing that has changed over the past 10 years is that people actually change and adopt new technologies quicker than ever before. It used to take many years for technologies to become mainstream. It took 38 years for the Radio to reach mass adoption. Google+ reached mass adoption in only a few months. Smartphones reached mass adoption in only a few years.

The reality is that people are changing and adopting new communication channels faster than they used to, which means business professionals must able to adapt quicker than they used to.

Consider mobile. About a third of the population currently has a smart phone. How are you taking advantage of this to increase productivity internally? How are you integrating mobile marketing training into your organization?

Continuous Education is the Answer
This is why continuous education is so important. As the landscape and tools change and as people change, business professionals must also have the tools to quickly adapt. This means a solid social media education plan that includes continued education. The education plan may be formal or informal, but the ability to adapt quickly is absolutely essential in today’s landscape.