During the presentation today we talked about storytelling, writing for your second audience, and helping change the culture on the inside of the organization. To me the key three points to creating engaging content is understanding that:
- there's a whole new level of integration needed, and it's not tacked on. Things that are well connected start on the inside and move all the way outside - they touch employees and customers alike.
- participation activates content. You could have the best content ever, but if you're not participating, it's not going to spread so much.
- it's like a game, you get better when you engage in serious play.
A couple of the questions you asked were right on target:
- how do you convince senior management to buy into social media? Show data on who is talking about your company. If nobody is talking about you, then you have a different kind of problem. Also show what your competitors are doing.
- how do you find time to blog consistently? Some ideas are creating a team blog and helping coach the team on a regular calendar for posting and participating. Tap into those who are passionate about your company and their work, it's a lot easier to stick with it when you want to do it in the first place.