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June 13, 2014


Content Management: An Important Element in Social Media, Social Business

By Karen J. Bannan

As a journalist and blogger, I know the best way to get someone to follow you on Twitter or Facebook is to curate great content. Whether it’s sharing an interesting news article, infographic or white paper, I know people will not only follow me but share my tweets and posts – and comment on my LinkedIn posts – if they contain relevant information. In fact, whenever I sit down to update my own Twitter and Facebook feeds, I first spend time looking around for content.

This strategy is applicable to businesses and organizations, too, and not just for outbound marketing. Social business posts and social business strategies in general become more powerful and more engaging when there’s something to read and talk about. However, businesses can’t just troll around every day like I do. Yes, individual social media managers can and should be spending time curating external content, but they should start with creating a database of materials.

For many organizations that may mean expanding or implementing an on premises, or, more recently, web-based content management or digital asset management system. These systems capture, manage and analyze data and content, making it easier to share, too. When you can share good content internally and externally, sales go up, customer service improves and employees feel empowered. As Forrester Research recently wrote, “Enterprise architecture (EA) professionals are putting more focus on using content to drive revenue and less on simply reducing operational costs. Business leaders are adopting growth strategies, and successful EA professionals are re-orienting their road maps accordingly. As a result, firms should view content, along with data, as part of a bigger information ecosystem to help their companies become agile, compete in global markets, and build their businesses.”

While choosing the right system is important (Forrester analyst David Aponovich wrote a blog about this very subject), the first step is definitely making a commitment to managing content. Once you do that, all things are possible.

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