I was doing some work outdoors the other day, an activity for me about as common as seeing an eskimo in the Democratic Republic of the Congo. A spot of waste recycling and composting was my choice of chore.

Reduce, reuse, recycle is the adage they use to remind us of our environmental obligations. For me the rank order should be to reuse if you can, otherwise recycle, and if you can’t recycle, and it’s landfill city, then reduce as much as possible. Recycling is great, but there’s a fair amount of energy involved in washing or reconstituting the plastics, cardboard and paper.

Composting is a different story. It’s nothing short of amazing. I’d forgotten how amazing. Take your used tea bags, egg shells and uncooked food, stick them in a bin, and the passage of time plus some friendly worms transform it into nitrogen-rich compost to spread on your vegetable patches so you can reiterate the circle of life. Total out-of-pocket expenses on this process – excluding the sunk cost of your bin and any worms you add to the mix – zero. Beautiful, perfect even.

Marketing via the leveraging mechanism of the Internet is a bit like this. In the connected economy the cost of reproducing something that’s already been created tends towards zero. Once you have your compelling content, it’s relatively easy to recycle it automatically through your other social media channels, rework it, reuse it and keep benefitting from it. It’s the gift that keeps on giving.

You don’t have to wait for time to transform it into something else but do you need to allow time for your social media efforts to pay you back. But that bit you knew already.