6 Tips on How to Use Content to Better Engage Customers, Employees, and Partners
John Mancini

By: John Mancini on March 11th, 2014

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6 Tips on How to Use Content to Better Engage Customers, Employees, and Partners

Social Media

How can you use content to better engage customers, employees, and partners? Here's an action plan:

  1. Define how social is relevant to your business. Consider internal and external social channels, and do not confine your thoughts to marketing or corporate communications. Think about what "systems of engagement" really mean.

  2. Map out exactly who within the organization is responsible for the various types of social interaction.

    Get Your Free Tip Sheet: How Can Your Social Media Be Used Against You?

  3. Communicate with the Records Management team to categorize which social content should be stored – then create automated mechanisms to perform the task of taking that social content and turning it into suitable enterprise records.

  4. The most popular forms of internal social applications in staff communication with 51% planning to implement a company noticeboard or forum within the next 12 months 37% see knowledge sharing as a key part of that process.

  5. Explore how the deeper integration of social into your enterprise processes can be of benefit and analyze each process from the perspectives of  a) Potential benefit of social integration; b) The extent of the social community you wish to include; c) Difficulty of integration – both technically and culturally; d) Avoiding point solutions that cannot be widened to include other applications; e) cost of integration and time to deploy.

  6. Whatever the business use, ensure that you create guidelines and policies that explain to staff and management:

    • Why the business has chosen to use social for this purpose.
    • How the user can contribute to this channel.
    • What forms of contribution are expected and acceptable.
    • The ramifications for failing to follow these guidelines. Ensure that the HR department is involved in the creation of this section.

 

Free Tip Sheet: How Can Your Social Media Be Used Against You?

About John Mancini

John Mancini is the President of Content Results, LLC and the Past President of AIIM. He is a well-known author, speaker, and advisor on information management, digital transformation and intelligent automation. John is a frequent keynote speaker and author of more than 30 eBooks on a variety of topics. He can be found on Twitter, LinkedIn and Facebook as jmancini77. Recent keynote topics include: The Stairway to Digital Transformation Navigating Disruptive Waters — 4 Things You Need to Know to Build Your Digital Transformation Strategy Getting Ahead of the Digital Transformation Curve Viewing Information Management Through a New Lens Digital Disruption: 6 Strategies to Avoid Being “Blockbustered” Specialties: Keynote speaker and writer on AI, RPA, intelligent Information Management, Intelligent Automation and Digital Transformation. Consensus-building with Boards to create strategic focus, action, and accountability. Extensive public speaking and public relations work Conversant and experienced in major technology issues and trends. Expert on inbound and content marketing, particularly in an association environment and on the Hubspot platform. John is a Phi Beta Kappa graduate of the College of William and Mary, and holds an M.A. in Public Policy from the Woodrow Wilson School at Princeton University.