Whether your social media efforts include blogging, podcasting or video, valuable content is king. Other than the logistics of executing these tools, I find the most asked question and highest concern is “Who/what feeds this beast?”
You don’t have to look very far for the answer. Your community of readers, viewers and participants are the keepers of enough content to last you decades.
- Survey Feedback: Be honest. You have reams of data. Begin addressing common concerns and comments. Do not dwell on the negative. I am not fond of open ended survey questions because of the analytical nightmare, but this data is great brainstorming fodder for story content. Does your company conduct customer/associate/manager satisfaction surveys (CSI/ASI/MSI)? Look for trends. Drive content at the same time as you address issues and show your community you ARE listening and acting upon suggestions.
- Customer Comments: Whether you have a formal customer comment program or you monitor informal conversations, trend this data and address key topics.
- Editorial: Peruse trade and entertainment magazine articles.
Listen. Learn. Create.
(Social media fatigue is another issue addressed brilliantly by Chris Brogan.)
