It’s not just about marketing

The community engagement that social media affords is beneficial to nearly every part of your organization, from the product team to HR and more. As an added bonus, getting more colleagues involved will lighten your load. To get you started, here are a few areas that see the most obvious value.

Content creation

By using your search traffic data, on-site engagements, and social listening efforts, your social media presence can help you determine what people are looking for and create content that fulfills their needs. Topics for content will likely fall in one of three buckets:

  1. Learn and improve This type of content is designed to optimize your customers’ tasks or workflow. You are attempting to make their lives better by more fully utilizing your product (feature education, etc.), or even by offering assistance. The main goals of this content type are to build authority, drive connections, and increase engagement.
  2. Explore and discover Customers wanting to get creative and find new ways to use your product are looking for this type of content. For this group, building relationships is going to be tantamount; these relationships will breed ideation and community.

  3. Question and answer This type of content serves to meet customer support needs. Something has gone wrong, and customers seek a solution. This can range from a detailed forum thread on resolving a technical issue to a simple question and answer on how to make a product return. Your main goal is to drive answers.

Also, don’t overlook the content that can be generated within your own community. User-generated content can be amazing. Your users can help write what your audience finds interesting, relevant, and useful. 

Using analytics tools like SimplyMeasuredTrue Social Metrics, as well as tools from the networks themselves, you can measure the conversations you’re having on Twitter, Facebook, Google+, and even YouTube for content creation ideas. The big takeaway: Members of your community are openly talking about what they want. In order to reap the benefits of that conversation, all you need to do is listen. It’s remarkably easy to derive meaningful insights when you’re looking in the right places.

Wow, impressive. I’m a marketer, though—what does all this mean for me?

As more people throughout your organization realize the benefits they’ll receive from social media, you’ll be better able to focus your efforts on marketing instead of on being a help desk or a go-between. Additionally, you have the added benefit of scaling some of the costs associated with social engagement, and you will have multiple teams of people on your side helping to make the business case for investments in engagement evolution rather than going at it alone. This is a foundation for success.

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