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Guest Blog Post by Scott Briggs, Director of Business Solutions, Alterian.
Recently, a client asked us to give them some of the best practices we are seeing from our customers when it comes to integrating content management and publishing practices on the social web and corporate sites. To understand these best practices, I’m going to cover it in two parts: best practices for consumer interaction across the social web and best practices for organizations to maintain both corporately created and user generated content. The latter will be covered in a future post.
Best Practices for Consumer Interaction on the Social Web
One theme that has been emerging is that the primary goal of any social media marketing activity is to create or extend a relationship with a consumer. We are seeing brands focus on relevancy of message and content. There is a concerted effort in the social space to avoid the spam problems that continue to plague email marketing. On corporately controlled social web properties such as corporate twitter accounts, Facebook page, or a corporate blog the messages tend to follow a corporate standard and messaging theme. Many organizations are using tools like workflow to setup approval processes prior to publishing on these channels. This allows corporate marketing controlled messages to be created and approved and then delivered by staff as appropriate.
On non-corporate controlled sites (e.g. industry blogs), messages tend to be more conversational in nature. Instead of delivering a specific pre-approved message, the goal is building a relationship and trust with consumers so messages are geared more towards informational content.
We are seeing organizations use social media, and specifically social media content publishing to provide a call to action to consumers with a relevant message, ideally, on a corporate web site or microsite. The website is the single best place for an organization to get this message across. More and more, organizations are looking to use other channels (email, social media, etc) as a vehicle to deliver consumers to the website. In order to do this effectively, organizations need to deliver relevant content to consumers. The benefits of this approach is that it allows organizations to 1) interact with a consumer and build trust and 2) provide a means to generate an opt-in from the consumer for further marketing efforts. By delivering relevant messages with a call to action consumers may then opt-in to receiving future content across multiple channels (web, email, etc.).
Part 2 of Best Practices for Social Content Management
