Businesses reluctant to pursue activities in social media inevitably blame their lack of action on factors like ‘We don’t have time’, ‘Our customers aren’t there’ or the always popular ‘We don’t have anything interesting to say’.
I take issue with all of these, as they’ve all been proven wrong by the countless social media successes of businesses of all types. However, the one that makes me shake my head in frustration most is why so many businesses in all kinds of different industries firmly believe that they’ve got NOTHING to say in social media.
Really? In your entire organization there’s nothing going on that’s worth talking about with your customers? If this is true, then I fear for the future of your company because you’re stagnating.
Sometimes it’s difficult to see the good stuff coming through in your business because you’re so accustomed to the day-in day-out operations that you become numb to what makes your company exceptional. But rest assured, there’s always SOMETHING there that’s timely and relevant to your community. There’s always SOMETHING that’s awesome.
Too many businesses treat knowledge the way those troubled people on “Hoarders” treat the objects that occupy every square inch of their homes. It accumulates gradually, a little bit at a time, nothing is ever actually done with it, and very seldom is it ever realized just how much there actually is. Well, the time has come to unleash the power of your knowledge hoard and share the piles of ‘awesome’ that your company has spent so much time accumulating over the years.
Here’s a few examples of how you might find treasure troves of knowledge you could unleash as great content:
- Local/Regional Reps – These reps know the ins and outs of their territories. They’ve spent the time learning the intricacies of local markets, and what you need to get things done in specific regions, and as such are a perfect source for targeted blog posts, tweets, or even YouTube videos. For example, does climate affect your product or service? Do you sell in northern Canada as well as the southern US? Well these are the guys you can get insight from on how climate plays a role in their area.
- Engineers – This group is overflowing with knowledge. Is your product engineered to comply with a certain set of standards or regulations? These tend to be overly complex and hard to understand, so why not use blog posts or short YouTube videos to explain them in terms that matter to your customers? Explaining why things are designed the way that they are goes a long way to building value in your products and trust in your company.
- Customer Service – FAQ’s are incredibly valuable, and no group is better at compiling a list of this type than your customer service team. These can make great tweets, Facebook posts, and can become an ongoing series of blog posts. One additional thing I’d suggest is adding a bit of personal touch to the list by quoting and attributing the answers to individual reps. They’ll appreciate being presented as an expert, and the readers place more faith in the answer if it comes from an identifiable human. Creating great content should boost your brand not just outside your company, but inside it as well.
Finding the sources of knowledge in your business isn’t a chore. It’s FUN, and inevitably what you’ll find is that your company has a lot more to offer a social audience than you think it does. Great content isn’t your product specs, it’s not your latest pricing special, or your corporate tagline; it’s the awesome that is contained in the brains of your team. Find the awesome, and you’ll find great content that your customers will care about.
This article originally written for http://crowdshifter.com