Top 20 Best Practices for Creating and Popularizing Content on the Social Web

Last Wednesday I attended Cision’s online webinar “Creating Social Media Content” and I couldn’t have been more impressed by the presentation. I found that HRB is already practicing most of these strategies, but I also learned about some new online forums and tools that can take our brand and our clients’ brands to a whole new level on the Web.

Presented by two of today’s leading public relations professionals—Heidi Sullivan (@hksully), Vice President of Media Research for Cision, and Sarah Evans (@prsarahevans) of Sevans Strategy—the webinar discussed social media strategies, tips and resources that companies should consider when promoting a brand or service.

In an effort to summarize what I’ve been learning from HRB, webinars and other educational resources on the Web, I’ve created my own master list of the “Top 20 Best Practices for Creating and Popularizing Content on the Social Web.” Check it out and let me know your thoughts in the comments section or via my Twitter® handle, @IowaHawkeyeMeg.

Top 20 Best Practices for Creating and Popularizing Content on the Social Web:

1 ) Every social media strategy needs to be well-planned. Ask these 4 questions before that first meeting with your coworkers and your clients:

- What’s your goal?

- Who will represent your brand on social media sites?

- When will you find time to produce content?

- How will you measure success?

2 ) Blog consistently and on a variety of topics.

According to Cision’s research, there is a 2% to 4% increase in business for those companies that blog 2 to 4 times per week. The trick to write relevant and interesting  posts and promote your content on a regular basis to grow your following.

3 ) When determining who should blog for your brand, choose employees that are passionate about your brand and industry.

It’s counter-productive to make your employees blog if they’re not passionate about blogging, don’t keep up with news or can’t offer a fresh perspective.

4 ) Read, read, read!

Knowledge is power and it’s to your advantage to stay on top of industry trends and news. Follow other bloggers’ RSS feeds in a Google Reader account and set aside 15 minutes a day to read your email subscriptions.

5 ) Be thoughtful when outsourcing your blog content.

In some cases your employees are going to know your brand better than an outsider might. If you’re looking for a fresh perspective on a specific topic or Web trend, consider outsourcing the work to professionals or set up a guest blogging section on your Website to seek out knowledgeable professionals that can contribute to it. Check out the “Young Minds” guest blogging series that Lauren Fernandez of Radian6 created on her portfolio Website.

6 ) Think like a journalist!

Journalists are always looking for new angles and stories to share with the world. Create headlines that are “catchy” and unique. Do your research ahead of time and make sure your blogs have no grammatical errors to avoid negative backlash in your blog’s comment section or on your page’s news feed.

7 ) Assess your goals and progress every week with Google Analytics or other social media measurement tools.

Creating content for the social Web is useless if you’re not monitoring your engagement with your readers. Create a weekly Excel spreadsheet or report to present to your boss and clients to show how many fans/followers you add each week/month/year and which blogs are getting the most hits.

8 ) Create a blogroll in a sidebar list on your company or client’s main blog page.

A blogroll is a list of other blogs that a blogger might recommend by providing links  to them. Create a headline for the blogroll such as “Recommended Reading” and use keywords and other SEO tactics to separate and promote your blog categories.

9 ) Encourage the CEO, CMO and/or President of your company or your client’s company to contribute to blogs and engage with their audiences via social media.

Learning about a company from multiples perspectives is interesting to interns and established professionals alike. It reminds people that they’re engaging with other people (rather than a logo) and often provides audiences with relevant personal stories and anecdotes. To get inside the mind of HRB’s executives check out the blog pages of our CEO, Jim Thebeau and our President, Steve Erickson.

10 ) It isn’t just about blogs.

Create a Twitter and Facebook account for your company and client and link to your employees’ personal accounts on these networks. Show your audience that every team member is vital to the success of your brand or campaign.

11 ) Be transparent.

If you don’t hide anything from your audience they’ll be more likely to subscribe to your newsletter and follow you on social networks because they trust and appreciate your “words of wisdom.” Publish your social media policy and white papers on your Website and publicize company news and internal policy changes on your social media networks.

12 ) Listen and engage with your audience on a regular basis.

If someone comments on your blog, tweet or post, respond to them right away. If other Web users see that you’re paying attention to your followers they’ll be more inclined to get involved in the conversation as well.

13 ) Acknowledge your audience.

Every once in a while post a shout out to your followers, newsletter subscribers and potential customers by acknowledging how their support inspires your company and its employees to continue producing amazing content. They’ll appreciate the love and might even recommend your services to a business partner or networking contact.

14 ) Follow technology changes – the social media release (SMR) is the new press release.

It’s no secret that traditional news methods are quickly being replaced by alternative news methods. The goal with the social media press release is to write for your audience AND the average Web user. Pitch to bloggers via a “Twitter pitch” or create a list of blog contacts that have been helpful in promoting a service or campaign for you in the past. As Heidi Sullivan and Sarah Evans mentioned in their presentation, “Inbound links are the currency of the blogosphere,” so make sure you’re building mutually-beneficial relationships. If a blogger picks up your social media release and repurposes the content on their blog, be sure to return the favor and mention their blog in your Facebook, Twitter and LinkedIn updates.

15 ) Create an “Interactive Newsroom” on your company Website.

Include daily or weekly featured news, videos, blogs and photo images about your company. The example provided in the Cision Webinar was Toyota’s interactive newsroom. It features each of these things in addition to a section titled “Our Point of View” that’s written exclusively by Toyota employees and explores current issues in the automotive industry.

16 ) Keep up-to-date on educational news, language lessons, films, audio books, campus tours and more via Apple’s iTunes U.

This service has been around since 2007 but I’ve never heard about it before this Webinar. Since checking it out I have to say that I’m very impressed by the content that Stanford University has put out there for use by students and average Web users. According to Wikipedia, iTunes U was “created to manage, distribute and control access to educational audio and video content and PDF files.” I agree with the Webinar hosts that this is a great resource for interns (and education industry clients) because it’s a free service that includes over 75,000 files for users’ upload or download purposes.

17 ) Remember the rule of thirds: It’s not all about YOU.

As my internship supervisor likes to remind me, nobody wakes up in the morning expecting to get an email from you. It’s important to realize the value in creating online content but equally necessary to know your limits. If you have a Facebook, Twitter or LinkedIn account, spend about 1/3 of your time posting information about your company, 1/3 of the time posting information about your clients and the remaining third of your time acknowledging others on the social Web (what the friendly Cision hosts referred to as “social karma”). Don’t walk around handing out your business card—instead, find out what your audiences’ and followers’ interests and jobs are. You should be entertaining your audiences but also engaging with your followers as these groups are collectively responsible for the success of your social media handle.

18 ) Aggregate!

Create a “top 10 list” every once in a while to show your readers you’re paying attending to other writers in the blogosphere. After all, you’re not a robot!

19 ) Got a case of the “blogger blues?” Don’t fret!

There will be days that you’re stuck and can’t find the words to write what’s really on your mind. (It happens to me all the time!) If you’re on deadline consult with your supervisor for new ideas or ask a coworker to switch blog days with you. It’s always better to wait and produce inspiring content rather than bore your readers.

20 ) Social media is a marathon, not a sprint!

If you’re not seeing results in weekly analytic reports, try something new. There is no “correct way” to create and popularize content on the social Web but there are definitely promotional strategies that have grown companies and brands in huge ways. Dare to experiment!

Although this was only the second Webinar I’ve ever attended, I’m quickly learning that virtual tutorials are extremely useful resources. As an intern I always have questions and sometimes I find that my lack of knowledge about the media, the brand I’m representing or the audience(s) I’m reaching out to slows me down and prevents me from meeting deadlines. While this can sometimes be inevitable, I’ve realized that having solid research skills is critical in this industry—especially with the non-stop changes in progressive enhancement and the diversity of Web services offered today. I’m comforted by the fact that there are real people behind those usernames. I know if I continue to be proactive and seek out resources that help me master my shortcomings I can stay ahead of technology trends and promote HRB and its clients in unique and purposeful ways.