Two ways to get more blog content from colleagues
Managing is different than creating. But social media is so new, so amorphous, management and creation are usually conflated out of necessity. Companies hire social media managers to manage and create content. They’re the ones doing the listening and the talking, the posting and the writing. There’s nothing inherently wrong with these dual responsibility sets. In fact, managing social media from concept to execution across every channel gives the social media manager a tremendous amount of room to do things their way, and in many cases, to be recognized as the public face of a company’s social presence.
But when it comes to blogging, many social media managers find themselves struggling to keep up with demand for content. Their successes fuel this demand, which feels great, until other projects suffer as a result. Shortly after I first started at Bazaarvoice, I wrote Un-silo your social. At that point, keeping up with the “content curve” was already a challenge, and I laid out the things I had learned about getting others within the company to contribute content. Well, more than a year later, I’m still racing against the curve, but I’m catching up. So, in this post I’m going to update the list of content-sourcing tips with two things I’ve learned since then.
1. People must be able to write blog posts instead of some of the other work on their plate, not in addition to it. Unless their boss has bought-in and told them they can devote some of their time to blogging, they won’t do it. It’s not that they don’t want to; they just have priorities that will always trump blogging…unless you work with their superiors to change that. Show the bosses how a well-written blog post from someone in their department benefits them and their work. When it’s them asking for it, not you, you’ll get your content.
2. Merchandize, merchandize, merchandize. Promote the hell out of the internal contributions you do get. Make sure everyone sees that colleagues they know are writing and receiving public credit and praise for their efforts. They’ll want some of that action, too. In fact, if you do this part right they’ll start competing with each other to contribute the best content, the most often. When people realize that blogging is an amazing way to showcase their expertise to an audience beyond their immediate coworkers, they’ll write to get the spotlight to shine on them. It’s your job to make sure it does.