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@Harriet - what I'm seeing from some companies is a desire to have people represent the organization in social media who do not have the consistency, voice, or story to be there. In some cases it's the most junior person with no business experience, in others it's the very official person with just the talking points. Along with message inconsistency, we will see a lot of voice inconsistency. The issue is still control.

@Matthew - you remind me of the media snacking project out of the UK. Many of our customers have different learning styles so it's important to present information in a multitude of ways. I would also add how to best present it as in writing it and editing it.

@Traffichoney - there re many advantages to keeping the communication lines open with customers, one of which is that of being able to ask them what they like, what they want to see, learn about, hear, etc. Thank you for stopping by.

Thanks for the great post Valeria. Social media also a helpful feedback mechanism and good marketers bring that perspective back to the company's marketing strategy as well as product design and development. I've written a similar post from a marketing for startups perspective. Do take a look. Would love to know your thoughts on it. http://bit.ly/qANcp

Valeria - Thanks for sharing the fruits of our discussion at the MarketingProfs Forum and, speaking as the moderator, thanks for being such an active and thoughtful participant.

It's worth reminding people that to make content "shareable" it should also be made "snackable" (as in "easy to consume") - as Mike O'Toole from PJA (http://blog.agencypja.com/2009/05/28/uncategorized/5-rules-for-creating-content-that-rules/)puts it.

In addition, we need to be able to re-purpose, repackage, and reuse our content. As Jason Baer (http://www.convinceandconvert.com/) likes to point out - a white paper/eBook, for example, can be sliced up into blog posts, presented as a podcast, converted into a deck with commentary and serve as a webcast, etc.

In the end, for most organizations, I would say that the problem isn't so much creating content (they probably already have a lot of it) but figuring out how best to syndicate and distribute it.

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