The rapid expansion of social media as a fundamental value-added service of a team or the organization in the market has created a plethora of new enterprise roles and responsibilities—from community managers to directors of social media and to chief content officers. Although their backgrounds vary greatly, I’ve found the best ones to be very well grounded in traditional marketing expertise, to have a solid understanding of the power and promise of this new medium, and to have a genuine desire to create dialogue and candid interactions with their respective constituents. One such example is a content curator.
When executing a social market leadership strategy, you have to develop digital relationships that become evangelists of your brand and quantifiable value.
To do this successfully, if you’re trying to sell more than your products and services and share unique intellectual property (IP) as part of your personal or organization’s brand as well, you’ll need to post compelling content online; this includes new videos, blog posts, tweets, and LinkedIn and Facebook status updates. The challenge is that other than a handful of exceptions, such as Butterfly Publisher, there are relatively few tools with the ability to disseminate content and help you proactively manage this deluge.
To strengthen your brand with social media, you must create new and compelling content—consistently.
The challenge is who has time, the bandwidth, and the wherewithal to make sense of it all? Who has time to sift through content, pick the best and most trustworthy ones, and craft an appropriate response or counterpoint? It’s a unique corporate communication role, not commonly defined or omnipresent in many organizations. And respectfully, many traditional media people are really bad at translating what they’ve done for the past 100 years to this new medium in an effective manner.
Upcoming blog posts will focus on some of the attributes and qualities that this new breed of Content Curator will need to possess.
To learn more, read the revised and updated Relationship Economics paperback edition with 40 percent new content, including an all-new chapter 10 on social media and business relationships (Wiley, Feb. 2011).