ENTERPRISE SOCIAL TECHNOLOGY SERIES
As social media sites continue their meteoric rise as the fastest growing online, the push for companies to adopt social technology increases as well. TDK’s Enterprise Social Technology Series outlines a path for incorporating social technology into enterprise business models. The series will consist of the following articles:
- Researching Social Technology
- Setting Goals and Objectives
- Strategic and Tactical Planning
- Key Performance Indicators
- Listening and Participation
- Content Creation and Buzz Generation
You found your target audience during the research phase. You listened to them and participated in their conversations during the listening and participation phase. At this point you should have a good idea what type of content will speak to your target audience and engage them. If not, you should consider additional iterations of the listening and participation phase until you get a better feel for the community.
While the subject of the content is going to depend largely on your situation, some general themes are:
- Story telling – personalize your business, share stories of your business history, its employees and clients, etc..
- Sharing knowledge – demonstrate thought leadership.
- Interviews with thought leaders – engage with other thought leaders.
- Lists – lists grab attention and provide value to the community by conveniently organizing useful facts.
- Controversy – It's not always the best idea to take controversial positions as a business, but why not highlight a controversy from a purely objective standpoint? Still, take care not to be interpreted as supporting one view or the other, unless that is your goal.
Some best practices for writing content:
- Attention grabbing headlines.
- Content should meet a need in the community.
- Use jargon appropriately – know your audience and their grasp of the jargon.
- Use powerful language.
- Images, formatting, and other aesthetics – people can be engaged by appearances, but this is only a supporting feature of quality content, not a substitute.
You should also keep in mind that not all content has to be created fresh, you can get a lot of value from repurposing old content. Perhaps you have articles on your website, case studies, whitepapers, or other forms of content which can be shared using social technology.
Creating a buzz around your content is essential to expanding media reach and engagement. To get the most out your content you will want to share and promote it in venues that will create “viral lift”. There are several ways to calculate viral lift. It can be viewed as the ratio of clicks to shares, i.e. if your content generates 2 clicks for every share it has a viral lift of 200%. It can also be viewed as a function of the shares, views and clicks that occur in addition to any sharing and clicking you do yourself. It is generally a best practice to look at the viral lift of each type of content you have for each social venue in which it is shared, in order to determine which venues are best suited for each type of content. For example, your story telling content might have a high viral lift on facebook and twitter but very low on linkedin, in which case you would want to focus on generating buzz for that content on facebook and twitter. In the end it is all about identifyng important metrics like viral lift, reacting to feedback, and adjusting your strategy and tactics in order to achieve better results over time.
AddThis provides stats on the most popular social technologies for buzz generation, accompanied by statistics for their percentage of overall shares, clicks, and their average viral lift. For the latest stats click here.