Social and Content Marketing: Insights from the #CMWorld Twitter Chat

Content marketing and social media work hand in hand. Social can be used for everything from listening to distribution to customer service. To learn how to best use content marketing and social media together, we invited Joe Chernov (@jchernov) to our latest #CMWorld Twitter chat. To learn more: 

• Read the transcript below.
• View the key highlights.
• Join us at Content Marketing World where we have a session track on social media and search (and hear Joe Chernov speak).

Join us for our weekly Twitter chats at noon EST on Tuesdays. Next up: Ardath Albee joins us to talk about B2B content marketing. 

Q1: Let’s get started! What comes first? Social media or content marketing? #CMWorld

 

A1: Let’s start w/ a bang: Not only does content come 1st, but w/o it, the only real use case for social is customer support #CMWorld

jchernov

 

A1: We think content marketing must come before social. Need to have a plan before implementing. #cmworld @JoePulizzi @jchernov

WOMMA

 

A1: Is this a trick question? If you don’t have anything interesting to say, what’s the point of leveraging social media? #cmworld

JoePulizzi

 

@CMIContent Content. It’s an important component in social media. One aspect of social is its role in content promotion #CMWorld

atxcopywriter

 

@atxcopywriter We could not agree more. #cmworld

WOMMA

 

A1: I think content marketing can help feed social media, but SM should also function on its own to build potential readership. #cmworld

Bonini84

 

A1: Content. Social media should be about fostering engagement and content is the catalyst #CMWorld

SamBrennand

 

@jchernov is right…social can be used w/o content marketing for customer service and listening. #cmworld

JoePulizzi

 

A1. Agree w @jchernov – without content what would you say in social that’s useful? Content strategy comes first! #CMWorld

ardath421

 

Q1 Yes trick question 😉 content is king, but social media comes first if you begin with listening #cmworld

SusanDElia

 

A1 first you need great #content to share in your #socialmedia channels #CMworld

SFerika

 

A1. Content, you have to set expectations for your conversation. #CMWorld

clifford62

 

A1: Social is a comm channel. It should be a part of your CM strategy, (when relevant). They are not mutually exclusive #CMWorld @CMIContent

lucasmillerwsu

 

@CMIContent At least social media listening and consumption first. Must research your audience/community before creating content. #cmworld

njh287

 

A1: Is there really a “comes first” though? I’d say social and content are both fuel and fire. #CMWorld

Soundboardit

 

A1: But so many brands are mesmerized by the bright, shiny objects of social media 😉 #contentfirst #cmworld

JoePulizzi

 

Social shouldn’t be all push and no conversation. Content should be the focus, but not the only one. #cmworld

Bonini84

 

#CMWorld: agree w/comment about listening. Social wraps around content. Drives and distributes it.

kenericson

 

Content comes before social. But in some ways, social can also be the content itself.  #cmworld

BrightFoxMedia

 

A1 and to have great content, you need to have a solid #contentmarketing plan in place. #CMworld

SFerika

 

@cmicontent, looks like some people are on both sides of the coin. #cmworld

WOMMA

 

A1. Content. Social spreads the message and is integral in overall strategy, but you have to have something of value to say #cmworld

KaitlinSolomon3

 

A1: I disagree that “social can be content”. Social = channel. #CMWorld

jchernov

 

A1) I’d like to chime in and say it depends on your overall goals with social and content marketing. Always about goals. #cmworld

lisakwiese

 

@CMIContent Content marketing. It all starts with the content. #CMWorld

RickLiebling

 

A1. I think you need to look past the content to the strategy. What are you trying to accomplish? Who are you engaging? #CMWorld

ardath421

 

 

You don’t need content to connect with people. #cmworld

MikeHale

 

A1: Social is gas, Content is wood. You need substance before you start the fire. #cmworld

MichaelMooneyy

 

A1: don’t have a #contentmarketing strategy already? Don’t delay getting started on social. Start lightweight & learn what works #CMWorld

consected

 

A1 on the flipside, if you don’t have anyone to talk to in your #sm channels, it doesn’t matter how awesome your content is. 😉 #CMworld

SFerika

 

@atxcopywriter Indeed as @jchernov said social media has uses beyond content sharing, but it can sure give content legs! #CMWorld

Soundboardit

 

@Soundboardit Good point! Couldn’t it be said that anything being shared on #socialmedia is #content? #CMWorld

atxcopywriter

 

A1: Content. Social Media can be used to drive people back to your website – the home of your content 🙂 #CMWorld

KyleAkerman

 

@MikeHale You don’t? Then what are you connecting through? #CMWorld

RickLiebling

 

@WOMMA Interesting, isn’t it? Social as a listening tool 1st – most wouldn’t disagree w that. #CMWorld

CMIContent

 

Perhaps ultimately SEO (and it’s kissing cousin, Social Media) will be replaced by “Testimonial Media” #cmworld

Inspyder

 

I don’t consider a conversation as “content” RT @RickLiebling: @MikeHale You don’t? Then what are you connecting through? #CMWorld

MikeHale

 

I agree content comes before social @BrightFoxMedia. If you have nothing interesting to say then it can’t be social. #cmworld

matthewmichell

 

@KevinDMcGinnis @JoePulizzi Is social even a “bright, shiny object” anymore? #CMWorld

jchernov

 

A1: Think about it this way: social is the distribution mechanism. Content is the message. #cmworld

Kenericson

 

@jchernov Content without social is creating content in a silo. It should align w/ your community’s passion points + preferences. #cmworld

njh287

 

@jchernov What is the key to successful B2B content marketing? #cmworld

KristineDrier

 

@KristineDrier Start with FBX you’ll see 😉 #CMWorld

jchernov

 

A1: Really depends, if you are using Social to grow business relationships, engage community then Social-Content is dffer animal #CMWorld

Lttlewys

 

@lttlewys Engage. Yes. Dictate. No. I agree that there needs to be a clear brand voice but it needs to resonate. #CMworld

Andrew_Isidoro

 

@andrew_isidoro I agree, brands need to resonate with their Community, needs to be strategy involved #CMworld

lttlewys

 

@ardath421: …you need to look past the content to the strategy. #CMWorld Wo a strategy you can have contents, but not engagement.

Elrrich

 

@jchernov is right…social can be used w/o content marketing for customer service and listening. RT @joepulizzi #cmworld

veroniquemermaz

 

Social is definitely one form of #content. #CMWorld

Tamarweiss

 

Everyone in #CMWorld chat that keeps saying “social is a form of content” that’s just not true. Social media is “media #cmworld

Jchernov

 

@jchernov It’s content distribution, not content itself. #CMWorld

copyblogger

 

@copyblogger Correct. If social were a print magazine, it would be made of dead trees. It’s not the content itself. #cmworld

JoePulizzi

 

@jchernov @copyblogger late in to this convo so getting up to speed. There’s a case that social media is content and distribution #CMWorld

B2Bspecialist

 

Content is distributed & promoted via social media @jchernov @copyblogger #CMWorld

heidicohen

 

Content once produced needs to be distributed. Social is one (great) way to do so. Agree w/@jchernov its not the same #CMWorld

jay_zo

 

Sometimes social media activity and posts can *generate* content, but it’s not content in itself. #CMWorld

HiPhaedra

 

Focus on content & #social. Ensure a balance of the push of #content with the pull of engaging conversation. #cmworld

matthewmichell

 

In my world, the content comes first. Then we decide which readers we are targeting via what channels, incl social media #CMworld

HiPhaedra

 

@hiphaedra 1 Define biz goals (Build brand, get customers & drives sales), 2 Determine target market & 3 Select success metrics #cmworld

heidicohen

 

@heidicohen And where would you slot in content development? #cmworld

HiPhaedra

 

@hiphaedra Develop content once you know customers’ needs & content consumption habits. #cmworld

heidicohen

 

@heidicohen I think the biz needs to identify to expertise and content potential first. Readers won’t read forced made-up stuff. #cmworld

HiPhaedra

 

@CMIContent -content. SM is just a communication tool for the content. Like saying the phone comes before knowing what to say #CMWorld

LSackandy

 

Q2: With so many social platforms available, how does someone decide which ones to use for their org? #CMWorld

 

A2: Your customers tell you which channels are best #cmworld

kenericson

 

A2: Start by placing bets (where do you think your prospects are). Then let the data inform future investments #CMWorld

jchernov

 

A2. You pick social platforms based on where your audience is – not for the shiny toy value 🙂 #CMWorld

ardath421

 

A2: As @njh287 mentioned earlier social listening is a crucial 1st step for content marketers. Reaserch platforms prior to engaging #CMWorld

lucasmillerwsu

 

A2: Identify goals. Then find which social channels your customers are hanging out at. We don’t need to be using every channel. #cmworld

JoePulizzi

 

A2: It depends where your audience is. And also where you can excel and bring value #cmworld

BrightFoxMedia

 

A2: Easy; whichever ones you’re using personally. We’re all consumers, too. If it’s useful for us, then it is for our prospects too #cmworld

Bonini84

 

@jchernov Yep…you don’t go creating a YouTube strategy if your customers are blind. #cmworld

JoePulizzi

 

A2: Be where your customers are. Use the platforms that convey the right message at the right time in the right context #CMWorld

SamBrennand

 

A2- Go where your members are. Not all social platforms fit your target audience. Adapt the ones your members/customers prefer. #cmworld

KaitlinSolomon3

 

A2: You fish where the fishies are! Platforms are worth exploring to gauge customer activity and if receptive to your msg there #cmworld

MikeHale

 

@jay_zo Very true. Top down pressure causing many brands to fish with too many rods hoping something will bite #CMWorld

SamBrennand

 

@SamBrennand Agreed. More fishing poles doesn’t mean more results, it just means wasted bait. #cmworld

Bonini84

 

A2: Define your customer personas, play where they play. Don’t forget about influences.  #CMWorld

MichaelMooneyy

 

A2 Go where your audience is and where your resources allow you to engage in a meaningful way. #CMWorld

webber_karen

 

A2 (cont) after tapping into each network, take note of which platforms host relevant conversations to your brand and utilize those #CMWorld

lucasmillerwsu

 

@CMIContent Figure out where audience is, where they get most engagement, also on content they share – image, text, or video heavy? #CMWorld

atxcopywriter

 

A2. Monitor conversations and groups and that will tell you where you will get the most out of your time. #CMWorld #birdsofafeather

clifford62

 

A2: The one that best fits with your strategy, where you can find the most engagement & where u are being talked about #CMworld

lttlewys

 

A2. Also depends on how social fits in with your overall business strategy. How are you using it and what are the desired outcomes? #cmworld

KaitlinSolomon3

 

@WOMMA @veroniquemermaz @jchernov also, as a default and due to content sharing on Twitter is generating new connections (leads) #cmworld

B2Bspecialist

 

@CMIContent Let your persona data decide. Your users will define

 your social strategy, not the other way around. #CMWorld

Andrew_Isidoro

 

@andrew_isidoro How do your users define the social strategy? #CMworld

lttlewys

 

@lttlewys They dictate content, channels used and even tone of voice. A customer-centric approach is more vital than ever #CMworld

Andrew_Isidoro

 

A2: determining where your target audience is helps you decide which channels you should be on. #CMWorld

KevinDMcGinnis

 

A2: It’s better to do a few things right than many things wrong. #CMWorld

MichaelMooneyy

 

Content must be very specific, so the audience will also be specific & targeted. Generally, mass audience is a waste of time. #cmworld

Andreas_Ramos

 

A2: looking at ur resources don’t focus on too many channels. but use them the right way (focus audience, media behavoiur) #cmworld

__ok_

 

 

A2] Select all media (owned, 3rd party & social) based on your target audience’s marketing persona & content consumption habits #CMWorld

Heidicohen

 

@JoePulizzi Modify=>A2 Identify goals, target audience & relevant metrics. Then determine which channels to use. #cmworld

heidicohen

 

@CMIContent A2: Analyze, know, understand. Trials & errors can be costly… To avoid pitfalls: know your audience and find them. #CMWorld

MelClarkMkt

 

@Andrew_Isidoro @CMIContent But funny how many of us (guilty here too) start with our own plans vs what the consumer dictates #CMWorld

jay_zo

 

@jay_zo Don’t be too hard on yourself, Jay. You have to start with a plan (assumptions) before you can let the customer redirect #CMworld

jchernov

 

@jchernov Nobody is a harsher critic of me than me, Joe… 😉 but I agree w/ u there #CMWorld

jay_zo

 

@andrew_isidoro I agree, customer centric is needed, but Company needs to lead the conversation, guide users with clear brand voice #CMworld

lttlewys

 

@jay_zo Agreed, It’s easy to get caught up in the “ideas” process and forget about the end user sometimes. #CMworld

Andrew_Isidoro

 

@heidicohen I say 1. ID biz goals 2. ID customers 3. ID content 4. ID channel #cmworld

HiPhaedra]]

 

#B2B: good creative + well written messaging + friendly, useful reg and content = great lead gen. #CMworld

JamesonGBrown

Q3: Do you see orgs on too many social platforms (& using them poorly) or too few (& missing opportunity)? #CMWorld

 

@CMIContent A3: The former. Not enough thought given to appropriate channels, more shotgun approach. #cmworld #stayfocused

RickLiebling

 

 

 

A3: Marketers often look through the wrong end of the telescope. It’s not about the CHANNEL, but who’s on the other end. #CMWorld

jchernov

 

@CMIContent Social media can also be referred to as a Vehicle #CMWorld

joinlawyer

 

A3: Both. However, the ones on too many, but doing so ineffectively is more concerning, as it can have an adverse affect. #cmworld

Bonini84

 

A3: Lots of pressure on marketers to get in the game. Many jump without doing their homework #CMWorld

SamBrennand

 

A3: Absolutely. When we do enterprise audits, recommendations are almost always that they need less channels, not more. #cmworld

JoePulizzi

 

A3: Dormant social presence is a challenge we face on the regular. Many orgs assume they NEED to be social, w/o 1st deciding WHY #CMWorld

lucasmillerwsu

 

A3. Do we even need to mention automated tweets repeating title/link? Twitter handles auto-posted to Facebook? #CMWorld #Context #cmworld

ardath421

 

@ardath421 Do we have to mention that? 😉 #CMWorld

CMIContent

 

A3: Focus on fewer channels…be consistent…distribute epic content…be THE information provider.  #cmworld

JoePulizzi

 

Q3 Too many usually, so many neglected branded social properties. Not many companies have the balls to stick to just a few! #cmworld

webber_karen

 

@webber_karen Yes! Companies are afraid of missing something if they are not on every social network. #CMWorld

KyleAkerman

 

@ardath421 Shiny object >> marketing awards >> industry press >> increased visibility. Why not? #sarcasm #CMWorld

wittlake

 

A3: Test n-channels, invest in the subset that work. When those become inefficient, add others. N = too many when results dip #CMWorld

jchernov

 

A3: Both! They don’t understand how to use the tools(platforms) and they are just being willy nilly w/o clear strategy & objectives #CMworld

lttlewys

 

A3: We ceertainly see orgs on too many channels. All are afraid they will miss the boat. Need to understand them. #cmworld @JoePulizzi

WOMMA

 

A3. I think difficulty is limiting to what you can do well. Trying to be everywhere is not a strategy that’s sustainable #cmworld

ardath421

 

A3:When orgs try to keep pace w/”hot” #social sites, leads to Page ghost towns. Invest where you have resource, meaningfully engage #CMWorld

kgriwert

 

A3: “On too many social channels” = Too many execs demanding/grabbing at the wrong things, let’s be honest #CMWorld

jay_zo

 

@CMIContent A3. Too many. But # isn’t the issue. Challenge is view that a small consistent broadcast presence is ok. #CMWorld

wittlake

 

A3: Good use of few channels = better, but important to 1. Secure usernames and 2. test/evaluate each. Then make yes/no #CMWorld

Soundboardit

 

A3 2/2: And if deciding to abandon a network, clearly say so & include links to where you’re active #CMWorld #nozombieprofiles

Soundboardit

 

A3: Execs are mostly reluctant to use social. It’s junior staff w/o strategy or experience. They jump into all channels. #cmworld

Andreas_Ramos

 

@Andreas_Ramos “Let the intern run social.” 🙂 #CMWorld

KyleAkerman

 

@kyleakerman extremely funny! i’ve seen that so many times. #cmworld

Andreas_Ramos

 

🙂 Worst idea ever! Hasn’t everyone learned this yet? [email protected]: @Andreas_Ramos “Let the intern run social.” 🙂 # CMWorld

CMIContent

 

A3. If you can’t maintain channels you may as well close them. It can have a negative effect on your bottom line. #cmworld

KaitlinSolomon3

 

A3: A dormant social presence is usually a sign of a lack of strategy and customer focus. All the gear – no idea #CMWorld

Andrew_Isidoro

 

A3: It is a mad rush go 1st to get into #socialmedia & then it die without ideas/content. Key is to choose right media channel #cmworld

ShashankHosa

 

@JoePulizzi Totally agree. Choosing and focussing on few #socialmedia channels will bring more #result, #impact and #commitment. #cmworld

LiancaRuiter

 

Q4: Quality visuals are very shareable in social media. What are some ideas to create strong visuals? #CMWorld

 

Wow…I’m liking this twitter chat #cmworld

JoePulizzi

 

Slightly off #CMworld topic, but marketers are too enamored of their friggen “personas”. I’d rather market to people than personas

jchernov

 

@jchernov Isn’t that the idea of personas…so we are marketing to the right “people”? #cmworld

JoePulizzi

 

@jchernov – it’s not personas as much as it is the need to KNOW who you’re trying to engage and what’s relevant #cmworld

ardath421

 

@jchernov personas are merely a vehicle to knowledge that informs strategy #cmworld

ardath421

 

@JoePulizzi Yes, but persona is now a substitute for working to personally get to know the people you market too. @jchernov #CMWorld

wittlake

 

A4: Teaser images that promote a new blog or ebook work well, as do slides from a SlideShare. Infographics are a no-brainer. #cmworld

Bonini84

 

@CMIContent A4: Hire pros who know how to design visuals. It matters. #CMWorld

YRNY

 

@YRNY Great point! We are all so visual and short on time – great visuals make a big difference. #CMWorld

CMIContent

 

@CMIContent A4: Know when to show off employee photos on #social – give customers looks “behind the scenes” and show personality #CMWorld

kgriwert

 

@kgriwert We love that! That personal connection and relationship is so important. #CMWorld

CMIContent

 

Q4 we just did an ebook on this! It is all about integrating visuals fully into strategy #CMWorld

webber_karen

 

A4: While it’s important to know what’s “in” (flat has replaced skeumorphic), the best “fashion” is individuality. *Own* a style. #CMWorld

Jchernov

 

Love @jchernov’s “Own a Style” in relation to visuals! #cmworld

ardath421

 

@CMIContent A4: Repurpose graphics or charts already in your white paper or blog to earn honest clicks to more text-heavy pieces #CMWorld

kgriwert

 

@CMIContent Q4: Quality content with simple and effective visual representation is always a home run. #cmworld

ringo66

 

A4: infographics, micro-video. #CMWorld

HiPhaedra

 

@CMIContent A4 Think value w/ visuals. Answer a question. Feeling should be less “Thats interesting,” more “I want to share this.” #cmworld

njh287

 

A4: Stick to a single topic, make it worth their time. Rule of thumb: be more compelling than cute kittens #cmworld

MichaelMooneyy

 

A4: Stop doing one off visuals. Like @jchernov has done. Start a series. Own a style. Think like a TV series. Be consistent. #cmworld

JoePulizzi

 

A4: Relevance! If your #customer cannot relate, it will not “stick”. @CMIContent #CMWorld

Strategic_CRM

 

A4: I don’t want one visual story. I want 50 visual components that tell a story over a year. #cmworld

JoePulizzi

 

@JoePulizzi Wish more brands took that approach. #CMWorld

RickLiebling

 

@RickLiebling Patience…patience…the time is coming 😉 #cmworld

JoePulizzi

 

@JoePulizzi Great example of “one visual story” was yesterday’s #royalbaby hijacking. Many cos jumped on w/ meh content. #CMWorld #dobetter

Soundboardit

 

@Soundboardit Agree! Could also create accounts on new networks you won’t use right away and point to your active platforms. #CMWorld

KyleAkerman

 

@Soundboardit Yes – don’t go for the easy route! Consumers are smart – they know what you are doing. #CMWorld

CMIContent

 

@njh287 That’s great in the evolution of your business. Nice work, Neil! #CMWorld

CMIContent

 

@soundboardit @JoePulizzi What did you think of the tactic/image? #cmworld

WOMMA

 

@WOMMA @JoePulizzi Images can enhance the story & make it more human, but not when you’re using it just because it’s available #CMWorld

Soundboardit

 

@jchernov And by all means, keep mobile in mind when creating visual [or any] content. And keep sharing simple & clear. #cmworld

njh287

 

@CMIContent A4:I find retailers think they must avoid prod photos on #social but people want to see prods in action (in moderation) #CMWorld

kgriwert

 

A4: we “brand” our infographics with a consistent look and feel #CMWorld

HiPhaedra

 

What i love about #CMWorld tweets: clear this “content stuff” is just plain HARD. It drains the brain. That’s why I love it!

jay_zo

 

@jay_zo #contentmarketing ain’t easy. You’ve got to want it. #cmworld

JoePulizzi

 

@JoePulizzi Amen to that, and it’s why it’s worth doing #CMWorld

jay_zo

 

@JoePulizzi @jay_zo If it was easy, it probably wouldn’t be valuable. =) #cmworld #contentmarketing

TheJarrettSmith

 

@CMIContent A4. Visuals should simplify communication. Too many visuals (infographics!) do the opposite. #CMWorld

wittlake

 

A4 make sure your designers understand the brand messaging – not just the styleguide, and what works 4 each #sm channel. #CMworld

SFerika

 

@CMIContent A4: CONSISTENCY with #visual content for social and broader marketing is key – @Brafton just did a webinar on this! #CMWorld

kgriwert

 

A4. A .jpg is worth a thousand .txts’s –> view as a narrative w/ audience in mind. Why are they coming to view this graphic? #cmworld

KaitlinSolomon3

 

@JoePulizzi A campaign of #visuals will take your audience into your story, more then using a random picture or video #storytelling #cmworld

LiancaRuiter

 

@LiancaRuiter @jchernov This is a great way to think (TV series)! Solid strategy. Helps create consistency. #CMworld

JamesonGBrown

 

A4 Hire graphic designers, provide them w/great copy & let them work their design magic w/out dictating the visuals. #CMworld

SFerika

 

A4] Visual content especially photos is like glue-People attracted to images of people. #cmworld

Heidicohen

 

A4: Visual consistency is key. Make sure you control the content message on social AFTER hitting publish: http://t.co/YDdjtyzkWw #CMWorld

Andrew_Isidoro

 

@kgriwert Re-imagine product photos to provide how to info & styling. Check out Target’s tumblr. #CMWorld

heidicohen

Q5: Has your social media strategy changed in the last year? If so, how? #CMWorld

 

@CMIContent A5 Still look to drive traffic/subs, but shifting a bit from establishing industry cred to leveraging new contacts made #cmworld

njh287

 

A5: @Bdeeter wrote “the next dollar you spend should perform slightly worse than the previous dollar”. THAT’s my social strategy #CMWorld

jchernov

A5. I think it’s changed in the last month. What people want to talk about changes all the time #cmworld

ardath421

 

A5: It’s become more walkie-talkie than megaphone by creating conversations built around shared content. #cmworld

Bonini84

 

A5. It has gotten super-personalized. Take your time with 10 specific messages than 100 posts annoucing something #CMWorld

clifford62

 

A5: Of course. With new brands/clients/timelines/pushes/etc. come new strategies. 95% of the time strategy cannot be a template. #CMworld

JamesonGBrown

 

A5 Nurturing a community versus going for numbers And metrics. Give fans reasons to come back #cmworld

lisakwiese

 

A5: While community is important to social strategy, efficient acquisition has become more important. #CMWorld

jchernov

 

@jchernov wouldn’t you say that “efficient acquisition” depends on strategy? #cmworld

ardath421

 

@ardath421 Meaning my social strategy is now more focused on lead acquisition than purely community / brand building. #CMWorld

jchernov

 

@jchernov exactly but not totally eliminating the “feel good” – right? #cmworld

ardath421

 

@ardath421 Not replacing at all, just becoming more important than. #CMWorld

jchernov

 

@jchernov Have a good look at your audience. It’s about the quality+quantity of your community and social audience #socialstrategy #CMWorld

LiancaRuiter

 

A5: Social strategy this year is completely focused on building subscribers. Subscription above all else. #cmworld

JoePulizzi

 

@joepulizzi A5] Content & social media strategy don’t exist in silos. Must have objectives associated with co goals. #CMworld

heidicohen

 

@heidicohen Agreed…but primary is subscription for us. #cmworld

JoePulizzi

A5: We’ve found that the more subscription channels customers are linked to the more valuable they are as customers. #cmworld

JoePulizzi

 

A5. Getting others to understand the importance of why we NEED a strategy to implement! #cmworld

KaitlinSolomon3

 

A5: my socialmedia world matured (bye FB!) Now based on better understanding of what works through metrics & measured experiments #cmworld

consected

 

Q5: While objectives have stayed the same, our strategy is ever-evolving. But we don’t sell out the brand for the latest channel. #CMWorld

MichaelMooneyy

 

A5: #CMWorld sm strategies evolved to engage the audience more and be a participant not a teller.

ShashankHosa

 

Apologies for the shameless plug! But applicable…http://t.co/Bra0uC5rL5 #CMworld

JamesonGBrown

 

A5: A good social strategy can weather the change. Not that it doesn’t evolve, but it’s not forced to b/c of changing networks #CMWorld

Soundboardit

 

A5: Review your metrics and adjust your strategy where needed. #CMWorld

KevinDMcGinnis

 

@joepulizzi A5] Content & social strategy should focus on build brand, attract prospects, sell stuff, support fans #cmworld

heidicohen

 

@cmicontent @jchernov Owning a style is code for building a 360 degree brand & integrating it into content #CMworld

heidicohen

Q6: What is the social channel(s) your business uses most often? #CMWorld

 

Memo for future: For lively tweetchat, invite @jchernov (that goes for drinks as well) #cmworld

JoePulizzi

 

A6: At @Kinvey we market to developers, CIO, CTO. We assumed Facebook would be inefficient, yet data says we were wrong #CMWorld

Jchernov

 

@jchernov A5] You can’t underestimate the fact that in someplaces, FB is only social network. #CMworld

heidicohen

 

@jchernov That’s interesting! What were you posting there that they responded to, engaged with? #CMWorld

CMIContent

 

@CMIContent Facebook’s value to us goes beyond people Liking our posts — they are more willing to convert on our content! #CMworld

jchernov

 

@jchernov I’m surprised by that…but as you said, data wins. #cmworld

JoePulizzi

 

A6: We love Twitter, as the opportunity for real time engagement is greater, and sharing is has greater reach. #cmworld

Bonini84

 

A6: Sleeping giant = SlideShare. Can’t get enough of it. #cmworld

JoePulizzi

 

Especially now that LinkedIn owns it. RT @JoePulizzi: A6: Sleeping giant = SlideShare. Can’t get enough of it. #cmworld

KyleAkerman

 

@lttlewys It amazes me that only 20% of marketers use SlideShare. It’s our 3rd best channel for subscriptions. #cmworld

JoePulizzi

 

@JoePulizzi SlideShare is killer for a marketing audience; has been less effective for a developer audience. #CMWorld

jchernov

 

@CMIContent @SlideShare has been a solid channel for sure. Love it! #cmworld

ringo66

 

A6. Twitter and LinkedIn – great opportunities and can move conversations off platform – that’s when magic happens #cmworld

ardath421

 

Q6: Few talk about email as channel, but it’s v important for me. Priority: email, blog, Twitter, LinkedIn, FB. #cmworld

Andreas_Ramos

 

A6 – Twitter and LinkedIn #CMWorld

clifford62

 

A6: Most of my clients are local biz & know Facebook. Big challenge to get them to consider, learn and use other platforms. #cmworld

MikeHale

 

A6: Various networks. But I must say… one client rocks out on traditional #forums! I love it. #OldSchool #CMworld

JamesonGBrown

 

@JamesonGBrown Wow! That’s awesome. What industry? #CMWorld

CMIContent

 

@CMIContent Automotive. HUGE #forum presence there. Along with powersports… #CMworld

JamesonGBrown

 

You may have heard this from @JoePulizzi before… RT @JoePulizzi: A6: Sleeping giant = SlideShare. Can’t get enough of it. #cmworld

CMIContent

 

A6: Consumer client is focused on FB. Visual product so works well as a way to share content via pics.#cmworld.

SueBrady

 

A6- LinkedIn and Twitter are the channels we find the most engagement with our members. Also active on YouTube and Facebook #cmworld

KaitlinSolomon3

 

A6 Ran a test for workshop at Confab – Slideshare brought 2.5X views & shares than blog post on same subject #cmworld

ardath421

 

A6: I deal with many corporate a) online retails shopping company uses FB b) most IT companies use Linkedin and Twitter #CMWorld

ShashankHosa

 

We have discovered our market uses twitter and facebook as content discovery platforms, hence those we use #cmworld

Elrrich

 

@elrrich Then you’re doing it right! Nice work. #CMWorld

CMIContent

 

A6: We use Twitter, Blogs & LinkedIn for network and customer development for #B2B #CMWorld

B2Bspecialist

 

Has anyone noticed how much people are sharing on @LinkedIn these days? YOY change is amazing. #cmworld

JoePulizzi

 

@joepulizzi I’m going to LinkedIn for updates almost as much as Twitter these days. Major change from a year ago. #cmworld

katieherbstpeet

 

@katieherbstpeet That’s great, Katie. The news feed is a great resource for us, and groups conversations are engaging. #CMWorld

CMIContent

 

@JoePulizzi For us @HubSpot SlideShares are why. LI’s automated+manual editorial process surfaces SlideShares to more ppl #CMWorld

jay_zo

 

@jay_zo @JoePulizzi @HubSpot That (@LinkedIn) has been a great bonus to an otherwise great channel (@slideshare) #CMWorld

CMIContent

 

@CMIContent @JoePulizzi They [@linkedin] have done well partnering w/ smart contributors like @jbecher, @khabie, others #CMWorld

Soundboardit

 

A6: We use Twitter & LinkedIn most. Why? Flexibility, measurability & most important: chance to engage with new real people easily #CMWorld

Consected

 

A6 we use twitter the most often, for content sharing and conversation

#CMworld

SFerika

 

Try this. I made wordclouds of my FB, blog, tweet postings. See the diff. http://t.co/eAfYiDGue1 #cmworld

Andreas_Ramos

 

@joepulizzi LI has focused on becoming a social publishing platform (Don’t forget they own Slideshare & have deep data.) #cmworld

heidicohen

Q7: What do you think is the most undervalued social channel out there? #CMWorld

 

Q7: sounds like SlideShare is right up there. Will look into using it for at least one client. #CMWorld

SueBrady

 

@SueBrady Check out http://t.co/hoTAUXBwfq for our presentations. @JoePulizzi has his own @slideshare pg as well. #CMWorld

CMIContent

 

Call me crazy, but I still think there is something to Google+. Over 350 million active users as of July. #cmworld

JoePulizzi

 

@joepuilizzi I love Google+ hangouts – now that’s fun stuff! #cmworld

ardath421

 

@JoePulizzi How does Google+ define active? I honestly don’t know anyone who uses it beyond SEO. #CMWorld

SueBrady

 

@suebrady New data shows Google+ is #2 social media platform globally. It’s linked to search & authorship. Also installed on Droid. #cmworld

heidicohen

 

@heidicohen I’ve seen that and find it puzzling. I’d love to hear about successful campaigns that use google+.#CMWorld

SueBrady

 

@suebrady In today’s social media world, must think multi-platform: Blog, Facebook, YouTube, Google+, Twitter, LinkedIn, Pinterest #cmworld

heidicohen

 

@JoePulizzi Yes! Agreed x100. It must be remembered that G+ is part of a much bigger, 10-15 yr plan… #CMworld

JamesonGBrown

 

@SueBrady Here’s the article I just read on active Google+ users. http://t.co/zL0T7VNMh9 #cmworld

JoePulizzi

 

My coworkers even make fun of me still for my #GooglePlus love! http://t.co/w95O3imrkm #CMworld #google

JamesonGBrown

 

@JoePulizzi you’re crazy! =) It confuses me and not sure there’s a B2B play there. Open to challenges though! #cmworld

B2Bspecialist

 

Who has done one on the chat today? RT @ardath421: @joepuilizzi I love Google+ hangouts – now that’s fun stuff! #cmworld

CMIContent

 

Probably all marketers 😉 RT @cmicontent @JoePulizzi: I still think there is something to Google+. Over 350M active users… #cmworld

MelClarkMkt

 

@B2Bspecialist I haven’t figured it out yet myself…but I have a gut feeling. Google has patience with +. It will pay off. #cmworld

JoePulizzi

 

A7. Google+ is often undervalued + the forgotten channel. Brands have it setup but aren’t leveraging the full potential. #CMWorld

WhatRunsWhere

 

@b2bspecialist @JoePulizzi I am really liking G+, not much convo but a wealth of information & content 😉 #CMworld

lttlewys

 

@JoePulizzi @B2Bspecialist I agree! I think companies would be smart to work G+ before their competitors. It’s a new audience! #cmworld

MikeHale

 

Note to G+ comment -> RT @JoePulizzi: @SueBrady Here’s the article I just read on active Google+ users. http://t.co/yay8QHcEM9 #cmworld

CMIContent

 

You must build OWNED platforms (blog, website, email list, etc) since you control them. What would happen if banned from Google? #cmworld

heidicohen

 

@heidicohen Great point! So many reasons for owned platforms aside from this, too! #CMWorld

CMIContent

 

Totally agree with @heidicohen about owned channels – key to meeting objectives, first of all… #cmworld

ardath421

 

@JoePulizzi agree. It’s a big bet and they can’t afford a hiccup like they had with Wave and Buzz. #cmworld

B2Bspecialist

 

@lttlewys @B2Bspecialist @JoePulizzi What are you feelings about the G+ communities? #CMWorld

KyleAkerman

 

@SueBrady Dell’s Google+ program is one of the best I’ve seen #cmworld

JoePulizzi

 

@lttlewys @B2Bspecialist @JoePulizzi Agreed, but I’m hoping the convo aspect will grow. #CMWorld

atxcopywriter

 

@atxcopywriter I’ve had some great convos over there but it’s infrequent @B2Bspecialist @JoePulizzi #cmworld

lttlewys

 

@kyleakerman I’m in some great G+ communities ,other not so much! Depends on the group!! @B2Bspecialist @JoePulizzi #CMworld

lttlewys

 

@JoePulizzi agreed. I think it will eventually be a great business tool and rival LinkedIn before Facebook. #CMWorld

LSackandy

 

@KyleAkerman @lttlewys @JoePulizzi I’m a member of a few, but admit don’t do much with/in them. Only so much time. You? #cmworld

B2Bspecialist

 

A7: The most undervalued channel is the one you haven’t tested. The channel may vary by co.; but the need to test doesn’t #CMWorld

jchernov

 

@CMIContent A7 Trick…most undervalued social source are niche forums, especially if your industry applies. Targeted traffic! #cmworld

njh287

 

@njh287 Have you discovered http://t.co/u17kZoVIAb to unearth relevant niche forums? #cmworld

GhostBlogr4Hire

 

@GhostBlogr4Hire Yep, boardreader was good to start. But eventually w/ additional

research/tracking, found niche search engines too #cmworld

njh287

 

@cmicontent Q7] Most undervalued social channel is an effective blog. #cmworld

heidicohen

 

@heidicohen @CMIContent or NETWORK of effective blogs. #cmworld

tstschweber

 

A7: Probably the video sharing, like Vine & now Instagram, if for no other reason that we haven’t nailed it yet. #cmworld

Bonini84

 

@Bonini84 Interesting! We like you’re positive spin. You’ll nail it! #CMWorld

CMIContent

 

A7- Seeing a lot of slideshare, google +, and blogs #cmworld

KaitlinSolomon3

 

A7 #CMWorld it is youtube for me. I believe rich content or multimedia will grow faster now and it is very much undervalued now.

ShashankHosa

 

@joepulizzi @CMIcontent – The Q was ‘social channel.’ I love slideshare but is it a social channel? #CMWorld

RickLiebling

Q8: Do you modify content for various social channels or do you simply distribute it? #CMWorld

 

A8. Content must be modified for different channels – different context, different purposes #cmworld

ardath421

 

A8: Yes! Striving for virtuous cycle: summarizing our eBooks into ungated SlideShares that link back to the gated eBook #CMWorld

jchernov

 

@cmicontent 8] To make your content effective, it must be tailored to appropriate platforms, social, owned & 3rd party #cmworld

heidicohen

 

@cmicontent A8: Modify! Hopefully, every modern marketer understands the need for customization. #CMWorld

MelClarkMkt

 

Q8] Optimize content for each channel #cmworld

SusanDElia

 

A8. Content must be modified for different channels – different context, different purposes. via @ardath421 #cmworld

Appska

 

A8: #Content must be modified according to network. Each network = a different language/voice. #CMworld

JamesonGBrown

 

A8: Remember when we all thought Ping.fm was the holy grail of social distribution? #cmworld

JoePulizzi

 

A8: Absolutely must modify content as each channel has its own format and personality #CMWorld

HiPhaedra

 

A8: Absolutely. People interact and have varying agendas depending on the channel. The key is identifying it. #cmworld

Bonini84

 

A8: you have to modify your content to match the messaging for the respective channel. #CMWorld @CMIContent

KevinDMcGinnis

 

Pattern in #CMWorld answers: Consultants tend to answer theoretically; vendors practically. (Not saying either is better)

jchernov

 

@jchernov Leave it to you to dissect the attendance of a twitter chat 😉 #cmworld

JoePulizzi

 

@jchernov Surprised? #cmworld

SamBrennand

 

@jchernov The chat is useful but a bit agency/vendor centric. Where are our clients and prospective clients? #cmworld

B2Bspecialist

 

@B2Bspecialist @jchernov They are working on their #contentmarketing strategies 😉 #cmworld

JoePulizzi

 

A8- Absolutely modify! Each platform has requires different format and delivery to fit the purpose, tone, and overall parameters #cmworld

KaitlinSolomon3

Q9: Does your company have a separate social media person/team vs. a content marketing person/team? #CMWorld

 

A9: Everyone is *responsible* for content, but one person needs to be *accountable* for it! #CMWorld

jchernov

 

@lttlewys @jchernov need more specifics about “who”. For a brand a company? How does this work in social? Has it every? #cmworld

B2Bspecialist

 

A9: social and content marketing are together at #xerox. #CMWorld

Kenericson

 

@kenericson Has it always been like this? #CMWorld

CMIContent

 

@CMIContent No– a new development and one that makes total sense! #cmworld

kenericson

 

@kenericson Absolutely. Great that your company realized that and made that development! #CMWorld

CMIContent

 

A9. Companies that separate content marketing and social media teams have disconnects – saying so practically 🙂 #cmworld

ardath421

 

Q9] Content creation must be intricately combined with social media.Even social media comments are content! #CMworld

heidicohen

 

A9: Social media and online groups fall under the channel team, which works closely with the content team. #CMWorld

HiPhaedra

 

@cmicontent @jchernov A9 Content creation is separate from editorial direction. #CMWorld

heidicohen

 

I’m always surprised how few people are findable. Only 16% of CXOs have #digitalpresence I must use all tools to reach them. #cmworld

Andreas_Ramos

 

Segment consumers, customize the content & deliver w right channels so they get what they want from you (and not your competitors)! #CMWorld

WhatRunsWhere

 

Great content can be created when subject matter experts, marketing and sales, too, work together. #CMWorld

CTrappe

 

A9: Gotta say, this is a great question. We have ppl who are “geared” more towards content creation. Others community management. #CMworld

JamesonGBrown

 

A9] To get your entire organization creating content, you MUST remove the fear with editorial guidance & copyediting. #cmworld

heidicohen

 

@jchernov Well-stated. We have a single voice/tracker, but all’s insight will go often go in content. Encourages their sharing too. #cmworld

njh287

 

@B2Bspecialist @lttlewys @JoePulizzi Same w/ me. Many times they are big echo chambers. But I find useful nuggets occasionally 🙂 #CMWorld

KyleAkerman

 

A9 we have a content team and a social media/community manager that collaborate #CMworld

SFerika

 

You have to empower employees if you expect them to share stories (aka content). #CMWorld

CTrappe

 

“One person needs to be *accountable*” Disagree. Let go. Enable everyone to use #socialmedia and distribute content. #cmworld

Andreas_Ramos

 

Not my idea, but great way to generate content: have each employee spend 2 hours writing posts on agreed topics every few months. #CMWorld

SueBrady

 

Our SMEs aren’t there to generate content, they have BD and sales to focus on. That’s what our content team is for. #CMWorld

HiPhaedra

Q10: What is the top thing content marketers need to improve on or learn when it comes to social media? #CMWorld

 

A10: If your content is about you, regardless of how polished it is, ain’t nobody gonna share it. #CMWorld

jchernov

 

Q10: Focus. #cmworld.

Andreas_Ramos

 

A10: Consistency. Most content programs are campaigns, set up for short term. Go the distance. Think Marathon, not sprint. #cmworld

JoePulizzi

 

A10: Considering the “reason to click.” There’s content overload out there. It’s all about how you present the content that matters #cmworld

Bonini84

 

A10. How to initiate a conversation their audience cares about – and then keep it going #cmworld

ardath421

 

A10- That there MUST be an integrated strategy to be effective. Also find your influencers and recognize their value #cmworld

KaitlinSolomon3

 

A10 spend time w/#sm channels your #content will appear in to make sure you’re maximizing what’s unique about them/their audience #CMworld

SFerika

 

A10: How to turn engaging into buying. #CMWorld

MichaelMooneyy

 

To create content remind yourself to keep an eye out for good stories. There are many. #CMWorld

CTrappe

 

@CMIContent 2 things: 1) Be participatory, comment on/share others’ content; 2) Never the underestimate value of 1-on-1 contact. #cmworld

njh287

 

A10: Please the customer not your peers #CMWorld

SamBrennand

 

Q1: Let’s get started! What comes first? Social media or content marketing? #CMWorld

 

A1: Let’s start w/ a bang: Not only does content come 1st, but w/o it, the only real use case for social is customer support #CMWorld

jchernov

 

A1: We think content marketing must come before social. Need to have a plan before implementing. #cmworld @JoePulizzi @jchernov

WOMMA

 

A1: Is this a trick question? If you don’t have anything interesting to say, what’s the point of leveraging social media? #cmworld

JoePulizzi

 

@CMIContent Content. It’s an important component in social media. One aspect of social is its role in content promotion #CMWorld

atxcopywriter

 

@atxcopywriter We could not agree more. #cmworld

WOMMA

 

A1: I think content marketing can help feed social media, but SM should also function on its own to build potential readership. #cmworld

Bonini84

 

A1: Content. Social media should be about fostering engagement and content is the catalyst #CMWorld

SamBrennand

 

@jchernov is right…social can be used w/o content marketing for customer service and listening. #cmworld

JoePulizzi

 

A1. Agree w @jchernov – without content what would you say in social that’s useful? Content strategy comes first! #CMWorld

ardath421

 

Q1 Yes trick question 😉 content is king, but social media comes first if you begin with listening #cmworld

SusanDElia

 

A1 first you need great #content to share in your #socialmedia channels #CMworld

SFerika

 

A1. Content, you have to set expectations for your conversation. #CMWorld

clifford62

 

A1: Social is a comm channel. It should be a part of your CM strategy, (when relevant). They are not mutually exclusive #CMWorld @CMIContent

lucasmillerwsu

 

@CMIContent At least social media listening and consumption first. Must research your audience/community before creating content. #cmworld

njh287

 

A1: Is there really a “comes first” though? I’d say social and content are both fuel and fire. #CMWorld

Soundboardit

 

A1: But so many brands are mesmerized by the bright, shiny objects of social media 😉 #contentfirst #cmworld

JoePulizzi

 

Social shouldn’t be all push and no conversation. Content should be the focus, but not the only one. #cmworld

Bonini84

 

#CMWorld: agree w/comment about listening. Social wraps around content. Drives and distributes it.

kenericson

 

Content comes before social. But in some ways, social can also be the content itself.  #cmworld

BrightFoxMedia

 

A1 and to have great content, you need to have a solid #contentmarketing plan in place. #CMworld

SFerika

 

@cmicontent, looks like some people are on both sides of the coin. #cmworld

WOMMA

 

A1. Content. Social spreads the message and is integral in overall strategy, but you have to have something of value to say #cmworld

KaitlinSolomon3

 

A1: I disagree that “social can be content”. Social = channel. #CMWorld

jchernov

 

A1) I’d like to chime in and say it depends on your overall goals with social and content marketing. Always about goals. #cmworld

lisakwiese

 

@CMIContent Content marketing. It all starts with the content. #CMWorld

RickLiebling

 

A1. I think you need to look past the content to the strategy. What are you trying to accomplish? Who are you engaging? #CMWorld

ardath421

 

 

You don’t need content to connect with people. #cmworld

MikeHale

 

A1: Social is gas, Content is wood. You need substance before you start the fire. #cmworld

MichaelMooneyy

 

A1: don’t have a #contentmarketing strategy already? Don’t delay getting started on social. Start lightweight & learn what works #CMWorld

consected

 

A1 on the flipside, if you don’t have anyone to talk to in your #sm channels, it doesn’t matter how awesome your content is. 😉 #CMworld

SFerika

 

@atxcopywriter Indeed as @jchernov said social media has uses beyond content sharing, but it can sure give content legs! #CMWorld

Soundboardit

 

@Soundboardit Good point! Couldn’t it be said that anything being shared on #socialmedia is #content? #CMWorld

atxcopywriter

 

A1: Content. Social Media can be used to drive people back to your website – the home of your content 🙂 #CMWorld

KyleAkerman

 

@MikeHale You don’t? Then what are you connecting through? #CMWorld

RickLiebling

 

@WOMMA Interesting, isn’t it? Social as a listening tool 1st – most wouldn’t disagree w that. #CMWorld

CMIContent

 

Perhaps ultimately SEO (and it’s kissing cousin, Social Media) will be replaced by “Testimonial Media” #cmworld

Inspyder

 

I don’t consider a conversation as “content” RT @RickLiebling: @MikeHale You don’t? Then what are you connecting through? #CMWorld

MikeHale

 

I agree content comes before social @BrightFoxMedia. If you have nothing interesting to say then it can’t be social. #cmworld

matthewmichell

 

@KevinDMcGinnis @JoePulizzi Is social even a “bright, shiny object” anymore? #CMWorld

jchernov

 

A1: Think about it this way: social is the distribution mechanism. Content is the message. #cmworld

Kenericson

 

@jchernov Content without social is creating content in a silo. It should align w/ your community’s passion points + preferences. #cmworld

njh287

 

@jchernov What is the key to successful B2B content marketing? #cmworld

KristineDrier

 

@KristineDrier Start with FBX you’ll see 😉 #CMWorld

jchernov

 

A1: Really depends, if you are using Social to grow business relationships, engage community then Social-Content is dffer animal #CMWorld

Lttlewys

 

@lttlewys Engage. Yes. Dictate. No. I agree that there needs to be a clear brand voice but it needs to resonate. #CMworld

Andrew_Isidoro

 

@andrew_isidoro I agree, brands need to resonate with their Community, needs to be strategy involved #CMworld

lttlewys

 

@ardath421: …you need to look past the content to the strategy. #CMWorld Wo a strategy you can have contents, but not engagement.

Elrrich

 

@jchernov is right…social can be used w/o content marketing for customer service and listening. RT @joepulizzi #cmworld

veroniquemermaz

 

Social is definitely one form of #content. #CMWorld

Tamarweiss

 

Everyone in #CMWorld chat that keeps saying “social is a form of content” that’s just not true. Social media is “media #cmworld

Jchernov

 

@jchernov It’s content distribution, not content itself. #CMWorld

copyblogger

 

@copyblogger Correct. If social were a print magazine, it would be made of dead trees. It’s not the content itself. #cmworld

JoePulizzi

 

@jchernov @copyblogger late in to this convo so getting up to speed. There’s a case that social media is content and distribution #CMWorld

B2Bspecialist

 

Content is distributed & promoted via social media @jchernov @copyblogger #CMWorld

heidicohen

 

Content once produced needs to be distributed. Social is one (great) way to do so. Agree w/@jchernov its not the same #CMWorld

jay_zo

 

Sometimes social media activity and posts can *generate* content, but it’s not content in itself. #CMWorld

HiPhaedra

 

Focus on content & #social. Ensure a balance of the push of #content with the pull of engaging conversation. #cmworld

matthewmichell

 

In my world, the content comes first. Then we decide which readers we are targeting via what channels, incl social media #CMworld

HiPhaedra

 

@hiphaedra 1 Define biz goals (Build brand, get customers & drives sales), 2 Determine target market & 3 Select success metrics #cmworld

heidicohen

 

@heidicohen And where would you slot in content development? #cmworld

HiPhaedra

 

@hiphaedra Develop content once you know customers’ needs & content consumption habits. #cmworld

heidicohen

 

@heidicohen I think the biz needs to identify to expertise and content potential first. Readers won’t read forced made-up stuff. #cmworld

HiPhaedra

 

@CMIContent -content. SM is just a communication tool for the content. Like saying the phone comes before knowing what to say #CMWorld

LSackandy

 

Q2: With so many social platforms available, how does someone decide which ones to use for their org? #CMWorld

 

A2: Your customers tell you which channels are best #cmworld

kenericson

 

A2: Start by placing bets (where do you think your prospects are). Then let the data inform future investments #CMWorld

jchernov

 

A2. You pick social platforms based on where your audience is – not for the shiny toy value 🙂 #CMWorld

ardath421

 

A2: As @njh287 mentioned earlier social listening is a crucial 1st step for content marketers. Reaserch platforms prior to engaging #CMWorld

lucasmillerwsu

 

A2: Identify goals. Then find which social channels your customers are hanging out at. We don’t need to be using every channel. #cmworld

JoePulizzi

 

A2: It depends where your audience is. And also where you can excel and bring value #cmworld

BrightFoxMedia

 

A2: Easy; whichever ones you’re using personally. We’re all consumers, too. If it’s useful for us, then it is for our prospects too #cmworld

Bonini84

 

@jchernov Yep…you don’t go creating a YouTube strategy if your customers are blind. #cmworld

JoePulizzi

 

A2: Be where your customers are. Use the platforms that convey the right message at the right time in the right context #CMWorld

SamBrennand

 

A2- Go where your members are. Not all social platforms fit your target audience. Adapt the ones your members/customers prefer. #cmworld

KaitlinSolomon3

 

A2: You fish where the fishies are! Platforms are worth exploring to gauge customer activity and if receptive to your msg there #cmworld

MikeHale

 

@jay_zo Very true. Top down pressure causing many brands to fish with too many rods hoping something will bite #CMWorld

SamBrennand

 

@SamBrennand Agreed. More fishing poles doesn’t mean more results, it just means wasted bait. #cmworld

Bonini84

 

A2: Define your customer personas, play where they play. Don’t forget about influences.  #CMWorld

MichaelMooneyy

 

A2 Go where your audience is and where your resources allow you to engage in a meaningful way. #CMWorld

webber_karen

 

A2 (cont) after tapping into each network, take note of which platforms host relevant conversations to your brand and utilize those #CMWorld

lucasmillerwsu

 

@CMIContent Figure out where audience is, where they get most engagement, also on content they share – image, text, or video heavy? #CMWorld

atxcopywriter

 

A2. Monitor conversations and groups and that will tell you where you will get the most out of your time. #CMWorld #birdsofafeather

clifford62

 

A2: The one that best fits with your strategy, where you can find the most engagement & where u are being talked about #CMworld

lttlewys

 

A2. Also depends on how social fits in with your overall business strategy. How are you using it and what are the desired outcomes? #cmworld

KaitlinSolomon3

 

@WOMMA @veroniquemermaz @jchernov also, as a default and due to content sharing on Twitter is generating new connections (leads) #cmworld

B2Bspecialist

 

@CMIContent Let your persona data decide. Your users will define

 your social strategy, not the other way around. #CMWorld

Andrew_Isidoro

 

@andrew_isidoro How do your users define the social strategy? #CMworld

lttlewys

 

@lttlewys They dictate content, channels used and even tone of voice. A customer-centric approach is more vital than ever #CMworld

Andrew_Isidoro

 

A2: determining where your target audience is helps you decide which channels you should be on. #CMWorld

KevinDMcGinnis

 

A2: It’s better to do a few things right than many things wrong. #CMWorld

MichaelMooneyy

 

Content must be very specific, so the audience will also be specific & targeted. Generally, mass audience is a waste of time. #cmworld

Andreas_Ramos

 

A2: looking at ur resources don’t focus on too many channels. but use them the right way (focus audience, media behavoiur) #cmworld

__ok_

 

 

A2] Select all media (owned, 3rd party & social) based on your target audience’s marketing persona & content consumption habits #CMWorld

Heidicohen

 

@JoePulizzi Modify=>A2 Identify goals, target audience & relevant metrics. Then determine which channels to use. #cmworld

heidicohen

 

@CMIContent A2: Analyze, know, understand. Trials & errors can be costly… To avoid pitfalls: know your audience and find them. #CMWorld

MelClarkMkt

 

@Andrew_Isidoro @CMIContent But funny how many of us (guilty here too) start with our own plans vs what the consumer dictates #CMWorld

jay_zo

 

@jay_zo Don’t be too hard on yourself, Jay. You have to start with a plan (assumptions) before you can let the customer redirect #CMworld

jchernov

 

@jchernov Nobody is a harsher critic of me than me, Joe… 😉 but I agree w/ u there #CMWorld

jay_zo

 

@andrew_isidoro I agree, customer centric is needed, but Company needs to lead the conversation, guide users with clear brand voice #CMworld

lttlewys

 

@jay_zo Agreed, It’s easy to get caught up in the “ideas” process and forget about the end user sometimes. #CMworld

Andrew_Isidoro

 

@heidicohen I say 1. ID biz goals 2. ID customers 3. ID content 4. ID channel #cmworld

HiPhaedra]]

 

#B2B: good creative + well written messaging + friendly, useful reg and content = great lead gen. #CMworld

JamesonGBrown

Q3: Do you see orgs on too many social platforms (& using them poorly) or too few (& missing opportunity)? #CMWorld

 

@CMIContent A3: The former. Not enough thought given to appropriate channels, more shotgun approach. #cmworld #stayfocused

RickLiebling

 

 

 

A3: Marketers often look through the wrong end of the telescope. It’s not about the CHANNEL, but who’s on the other end. #CMWorld

jchernov

 

@CMIContent Social media can also be referred to as a Vehicle #CMWorld

joinlawyer

 

A3: Both. However, the ones on too many, but doing so ineffectively is more concerning, as it can have an adverse affect. #cmworld

Bonini84

 

A3: Lots of pressure on marketers to get in the game. Many jump without doing their homework #CMWorld

SamBrennand

 

A3: Absolutely. When we do enterprise audits, recommendations are almost always that they need less channels, not more. #cmworld

JoePulizzi

 

A3: Dormant social presence is a challenge we face on the regular. Many orgs assume they NEED to be social, w/o 1st deciding WHY #CMWorld

lucasmillerwsu

 

A3. Do we even need to mention automated tweets repeating title/link? Twitter handles auto-posted to Facebook? #CMWorld #Context #cmworld

ardath421

 

@ardath421 Do we have to mention that? 😉 #CMWorld

CMIContent

 

A3: Focus on fewer channels…be consistent…distribute epic content…be THE information provider.  #cmworld

JoePulizzi

 

Q3 Too many usually, so many neglected branded social properties. Not many companies have the balls to stick to just a few! #cmworld

webber_karen

 

@webber_karen Yes! Companies are afraid of missing something if they are not on every social network. #CMWorld

KyleAkerman

 

@ardath421 Shiny object >> marketing awards >> industry press >> increased visibility. Why not? #sarcasm #CMWorld

wittlake

 

A3: Test n-channels, invest in the subset that work. When those become inefficient, add others. N = too many when results dip #CMWorld

jchernov

 

A3: Both! They don’t understand how to use the tools(platforms) and they are just being willy nilly w/o clear strategy & objectives #CMworld

lttlewys

 

A3: We ceertainly see orgs on too many channels. All are afraid they will miss the boat. Need to understand them. #cmworld @JoePulizzi

WOMMA

 

A3. I think difficulty is limiting to what you can do well. Trying to be everywhere is not a strategy that’s sustainable #cmworld

ardath421

 

A3:When orgs try to keep pace w/”hot” #social sites, leads to Page ghost towns. Invest where you have resource, meaningfully engage #CMWorld

kgriwert

 

A3: “On too many social channels” = Too many execs demanding/grabbing at the wrong things, let’s be honest #CMWorld

jay_zo

 

@CMIContent A3. Too many. But # isn’t the issue. Challenge is view that a small consistent broadcast presence is ok. #CMWorld

wittlake

 

A3: Good use of few channels = better, but important to 1. Secure usernames and 2. test/evaluate each. Then make yes/no #CMWorld

Soundboardit

 

A3 2/2: And if deciding to abandon a network, clearly say so & include links to where you’re active #CMWorld #nozombieprofiles

Soundboardit

 

A3: Execs are mostly reluctant to use social. It’s junior staff w/o strategy or experience. They jump into all channels. #cmworld

Andreas_Ramos

 

@Andreas_Ramos “Let the intern run social.” 🙂 #CMWorld

KyleAkerman

 

@kyleakerman extremely funny! i’ve seen that so many times. #cmworld

Andreas_Ramos

 

🙂 Worst idea ever! Hasn’t everyone learned this yet? [email protected]: @Andreas_Ramos “Let the intern run social.” 🙂 # CMWorld

CMIContent

 

A3. If you can’t maintain channels you may as well close them. It can have a negative effect on your bottom line. #cmworld

KaitlinSolomon3

 

A3: A dormant social presence is usually a sign of a lack of strategy and customer focus. All the gear – no idea #CMWorld

Andrew_Isidoro

 

A3: It is a mad rush go 1st to get into #socialmedia & then it die without ideas/content. Key is to choose right media channel #cmworld

ShashankHosa

 

@JoePulizzi Totally agree. Choosing and focussing on few #socialmedia channels will bring more #result, #impact and #commitment. #cmworld

LiancaRuiter

 

Q4: Quality visuals are very shareable in social media. What are some ideas to create strong visuals? #CMWorld

 

Wow…I’m liking this twitter chat #cmworld

JoePulizzi

 

Slightly off #CMworld topic, but marketers are too enamored of their friggen “personas”. I’d rather market to people than personas

jchernov

 

@jchernov Isn’t that the idea of personas…so we are marketing to the right “people”? #cmworld

JoePulizzi

 

@jchernov – it’s not personas as much as it is the need to KNOW who you’re trying to engage and what’s relevant #cmworld

ardath421

 

@jchernov personas are merely a vehicle to knowledge that informs strategy #cmworld

ardath421

 

@JoePulizzi Yes, but persona is now a substitute for working to personally get to know the people you market too. @jchernov #CMWorld

wittlake

 

A4: Teaser images that promote a new blog or ebook work well, as do slides from a SlideShare. Infographics are a no-brainer. #cmworld

Bonini84

 

@CMIContent A4: Hire pros who know how to design visuals. It matters. #CMWorld

YRNY

 

@YRNY Great point! We are all so visual and short on time – great visuals make a big difference. #CMWorld

CMIContent

 

@CMIContent A4: Know when to show off employee photos on #social – give customers looks “behind the scenes” and show personality #CMWorld

kgriwert

 

@kgriwert We love that! That personal connection and relationship is so important. #CMWorld

CMIContent

 

Q4 we just did an ebook on this! It is all about integrating visuals fully into strategy #CMWorld

webber_karen

 

A4: While it’s important to know what’s “in” (flat has replaced skeumorphic), the best “fashion” is individuality. *Own* a style. #CMWorld

Jchernov

 

Love @jchernov’s “Own a Style” in relation to visuals! #cmworld

ardath421

 

@CMIContent A4: Repurpose graphics or charts already in your white paper or blog to earn honest clicks to more text-heavy pieces #CMWorld

kgriwert

 

@CMIContent Q4: Quality content with simple and effective visual representation is always a home run. #cmworld

ringo66

 

A4: infographics, micro-video. #CMWorld

HiPhaedra

 

@CMIContent A4 Think value w/ visuals. Answer a question. Feeling should be less “Thats interesting,” more “I want to share this.” #cmworld

njh287

 

A4: Stick to a single topic, make it worth their time. Rule of thumb: be more compelling than cute kittens #cmworld

MichaelMooneyy

 

A4: Stop doing one off visuals. Like @jchernov has done. Start a series. Own a style. Think like a TV series. Be consistent. #cmworld

JoePulizzi

 

A4: Relevance! If your #customer cannot relate, it will not “stick”. @CMIContent #CMWorld

Strategic_CRM

 

A4: I don’t want one visual story. I want 50 visual components that tell a story over a year. #cmworld

JoePulizzi

 

@JoePulizzi Wish more brands took that approach. #CMWorld

RickLiebling

 

@RickLiebling Patience…patience…the time is coming 😉 #cmworld

JoePulizzi

 

@JoePulizzi Great example of “one visual story” was yesterday’s #royalbaby hijacking. Many cos jumped on w/ meh content. #CMWorld #dobetter

Soundboardit

 

@Soundboardit Agree! Could also create accounts on new networks you won’t use right away and point to your active platforms. #CMWorld

KyleAkerman

 

@Soundboardit Yes – don’t go for the easy route! Consumers are smart – they know what you are doing. #CMWorld

CMIContent

 

@njh287 That’s great in the evolution of your business. Nice work, Neil! #CMWorld

CMIContent

 

@soundboardit @JoePulizzi What did you think of the tactic/image? #cmworld

WOMMA

 

@WOMMA @JoePulizzi Images can enhance the story & make it more human, but not when you’re using it just because it’s available #CMWorld

Soundboardit

 

@jchernov And by all means, keep mobile in mind when creating visual [or any] content. And keep sharing simple & clear. #cmworld

njh287

 

@CMIContent A4:I find retailers think they must avoid prod photos on #social but people want to see prods in action (in moderation) #CMWorld

kgriwert

 

A4: we “brand” our infographics with a consistent look and feel #CMWorld

HiPhaedra

 

What i love about #CMWorld tweets: clear this “content stuff” is just plain HARD. It drains the brain. That’s why I love it!

jay_zo

 

@jay_zo #contentmarketing ain’t easy. You’ve got to want it. #cmworld

JoePulizzi

 

@JoePulizzi Amen to that, and it’s why it’s worth doing #CMWorld

jay_zo

 

@JoePulizzi @jay_zo If it was easy, it probably wouldn’t be valuable. =) #cmworld #contentmarketing

TheJarrettSmith

 

@CMIContent A4. Visuals should simplify communication. Too many visuals (infographics!) do the opposite. #CMWorld

wittlake

 

A4 make sure your designers understand the brand messaging – not just the styleguide, and what works 4 each #sm channel. #CMworld

SFerika

 

@CMIContent A4: CONSISTENCY with #visual content for social and broader marketing is key – @Brafton just did a webinar on this! #CMWorld

kgriwert

 

A4. A .jpg is worth a thousand .txts’s –> view as a narrative w/ audience in mind. Why are they coming to view this graphic? #cmworld

KaitlinSolomon3

 

@JoePulizzi A campaign of #visuals will take your audience into your story, more then using a random picture or video #storytelling #cmworld

LiancaRuiter

 

@LiancaRuiter @jchernov This is a great way to think (TV series)! Solid strategy. Helps create consistency. #CMworld

JamesonGBrown

 

A4 Hire graphic designers, provide them w/great copy & let them work their design magic w/out dictating the visuals. #CMworld

SFerika

 

A4] Visual content especially photos is like glue-People attracted to images of people. #cmworld

Heidicohen

 

A4: Visual consistency is key. Make sure you control the content message on social AFTER hitting publish: http://t.co/YDdjtyzkWw #CMWorld

Andrew_Isidoro

 

@kgriwert Re-imagine product photos to provide how to info & styling. Check out Target’s tumblr. #CMWorld

heidicohen

Q5: Has your social media strategy changed in the last year? If so, how? #CMWorld

 

@CMIContent A5 Still look to drive traffic/subs, but shifting a bit from establishing industry cred to leveraging new contacts made #cmworld

njh287

 

A5: @Bdeeter wrote “the next dollar you spend should perform slightly worse than the previous dollar”. THAT’s my social strategy #CMWorld

jchernov

A5. I think it’s changed in the last month. What people want to talk about changes all the time #cmworld

ardath421

 

A5: It’s become more walkie-talkie than megaphone by creating conversations built around shared content. #cmworld

Bonini84

 

A5. It has gotten super-personalized. Take your time with 10 specific messages than 100 posts annoucing something #CMWorld

clifford62

 

A5: Of course. With new brands/clients/timelines/pushes/etc. come new strategies. 95% of the time strategy cannot be a template. #CMworld

JamesonGBrown

 

A5 Nurturing a community versus going for numbers And metrics. Give fans reasons to come back #cmworld

lisakwiese

 

A5: While community is important to social strategy, efficient acquisition has become more important. #CMWorld

jchernov

 

@jchernov wouldn’t you say that “efficient acquisition” depends on strategy? #cmworld

ardath421

 

@ardath421 Meaning my social strategy is now more focused on lead acquisition than purely community / brand building. #CMWorld

jchernov

 

@jchernov exactly but not totally eliminating the “feel good” – right? #cmworld

ardath421

 

@ardath421 Not replacing at all, just becoming more important than. #CMWorld

jchernov

 

@jchernov Have a good look at your audience. It’s about the quality+quantity of your community and social audience #socialstrategy #CMWorld

LiancaRuiter

 

A5: Social strategy this year is completely focused on building subscribers. Subscription above all else. #cmworld

JoePulizzi

 

@joepulizzi A5] Content & social media strategy don’t exist in silos. Must have objectives associated with co goals. #CMworld

heidicohen

 

@heidicohen Agreed…but primary is subscription for us. #cmworld

JoePulizzi

A5: We’ve found that the more subscription channels customers are linked to the more valuable they are as customers. #cmworld

JoePulizzi

 

A5. Getting others to understand the importance of why we NEED a strategy to implement! #cmworld

KaitlinSolomon3

 

A5: my socialmedia world matured (bye FB!) Now based on better understanding of what works through metrics & measured experiments #cmworld

consected

 

Q5: While objectives have stayed the same, our strategy is ever-evolving. But we don’t sell out the brand for the latest channel. #CMWorld

MichaelMooneyy

 

A5: #CMWorld sm strategies evolved to engage the audience more and be a participant not a teller.

ShashankHosa

 

Apologies for the shameless plug! But applicable…http://t.co/Bra0uC5rL5 #CMworld

JamesonGBrown

 

A5: A good social strategy can weather the change. Not that it doesn’t evolve, but it’s not forced to b/c of changing networks #CMWorld

Soundboardit

 

A5: Review your metrics and adjust your strategy where needed. #CMWorld

KevinDMcGinnis

 

@joepulizzi A5] Content & social strategy should focus on build brand, attract prospects, sell stuff, support fans #cmworld

heidicohen

 

@cmicontent @jchernov Owning a style is code for building a 360 degree brand & integrating it into content #CMworld

heidicohen

Q6: What is the social channel(s) your business uses most often? #CMWorld

 

Memo for future: For lively tweetchat, invite @jchernov (that goes for drinks as well) #cmworld

JoePulizzi

 

A6: At @Kinvey we market to developers, CIO, CTO. We assumed Facebook would be inefficient, yet data says we were wrong #CMWorld

Jchernov

 

@jchernov A5] You can’t underestimate the fact that in someplaces, FB is only social network. #CMworld

heidicohen

 

@jchernov That’s interesting! What were you posting there that they responded to, engaged with? #CMWorld

CMIContent

 

@CMIContent Facebook’s value to us goes beyond people Liking our posts — they are more willing to convert on our content! #CMworld

jchernov

 

@jchernov I’m surprised by that…but as you said, data wins. #cmworld

JoePulizzi

 

A6: We love Twitter, as the opportunity for real time engagement is greater, and sharing is has greater reach. #cmworld

Bonini84

 

A6: Sleeping giant = SlideShare. Can’t get enough of it. #cmworld

JoePulizzi

 

Especially now that LinkedIn owns it. RT @JoePulizzi: A6: Sleeping giant = SlideShare. Can’t get enough of it. #cmworld

KyleAkerman

 

@lttlewys It amazes me that only 20% of marketers use SlideShare. It’s our 3rd best channel for subscriptions. #cmworld

JoePulizzi

 

@JoePulizzi SlideShare is killer for a marketing audience; has been less effective for a developer audience. #CMWorld

jchernov

 

@CMIContent @SlideShare has been a solid channel for sure. Love it! #cmworld

ringo66

 

A6. Twitter and LinkedIn – great opportunities and can move conversations off platform – that’s when magic happens #cmworld

ardath421

 

Q6: Few talk about email as channel, but it’s v important for me. Priority: email, blog, Twitter, LinkedIn, FB. #cmworld

Andreas_Ramos

 

A6 – Twitter and LinkedIn #CMWorld

clifford62

 

A6: Most of my clients are local biz & know Facebook. Big challenge to get them to consider, learn and use other platforms. #cmworld

MikeHale

 

A6: Various networks. But I must say… one client rocks out on traditional #forums! I love it. #OldSchool #CMworld

JamesonGBrown

 

@JamesonGBrown Wow! That’s awesome. What industry? #CMWorld

CMIContent

 

@CMIContent Automotive. HUGE #forum presence there. Along with powersports… #CMworld

JamesonGBrown

 

You may have heard this from @JoePulizzi before… RT @JoePulizzi: A6: Sleeping giant = SlideShare. Can’t get enough of it. #cmworld

CMIContent

 

A6: Consumer client is focused on FB. Visual product so works well as a way to share content via pics.#cmworld.

SueBrady

 

A6- LinkedIn and Twitter are the channels we find the most engagement with our members. Also active on YouTube and Facebook #cmworld

KaitlinSolomon3

 

A6 Ran a test for workshop at Confab – Slideshare brought 2.5X views & shares than blog post on same subject #cmworld

ardath421

 

A6: I deal with many corporate a) online retails shopping company uses FB b) most IT companies use Linkedin and Twitter #CMWorld

ShashankHosa

 

We have discovered our market uses twitter and facebook as content discovery platforms, hence those we use #cmworld

Elrrich

 

@elrrich Then you’re doing it right! Nice work. #CMWorld

CMIContent

 

A6: We use Twitter, Blogs & LinkedIn for network and customer development for #B2B #CMWorld

B2Bspecialist

 

Has anyone noticed how much people are sharing on @LinkedIn these days? YOY change is amazing. #cmworld

JoePulizzi

 

@joepulizzi I’m going to LinkedIn for updates almost as much as Twitter these days. Major change from a year ago. #cmworld

katieherbstpeet

 

@katieherbstpeet That’s great, Katie. The news feed is a great resource for us, and groups conversations are engaging. #CMWorld

CMIContent

 

@JoePulizzi For us @HubSpot SlideShares are why. LI’s automated+manual editorial process surfaces SlideShares to more ppl #CMWorld

jay_zo

 

@jay_zo @JoePulizzi @HubSpot That (@LinkedIn) has been a great bonus to an otherwise great channel (@slideshare) #CMWorld

CMIContent

 

@CMIContent @JoePulizzi They [@linkedin] have done well partnering w/ smart contributors like @jbecher, @khabie, others #CMWorld

Soundboardit

 

A6: We use Twitter & LinkedIn most. Why? Flexibility, measurability & most important: chance to engage with new real people easily #CMWorld

Consected

 

A6 we use twitter the most often, for content sharing and conversation

#CMworld

SFerika

 

Try this. I made wordclouds of my FB, blog, tweet postings. See the diff. http://t.co/eAfYiDGue1 #cmworld

Andreas_Ramos

 

@joepulizzi LI has focused on becoming a social publishing platform (Don’t forget they own Slideshare & have deep data.) #cmworld

heidicohen

Q7: What do you think is the most undervalued social channel out there? #CMWorld

 

Q7: sounds like SlideShare is right up there. Will look into using it for at least one client. #CMWorld

SueBrady

 

@SueBrady Check out http://t.co/hoTAUXBwfq for our presentations. @JoePulizzi has his own @slideshare pg as well. #CMWorld

CMIContent

 

Call me crazy, but I still think there is something to Google+. Over 350 million active users as of July. #cmworld

JoePulizzi

 

@joepuilizzi I love Google+ hangouts – now that’s fun stuff! #cmworld

ardath421

 

@JoePulizzi How does Google+ define active? I honestly don’t know anyone who uses it beyond SEO. #CMWorld

SueBrady

 

@suebrady New data shows Google+ is #2 social media platform globally. It’s linked to search & authorship. Also installed on Droid. #cmworld

heidicohen

 

@heidicohen I’ve seen that and find it puzzling. I’d love to hear about successful campaigns that use google+.#CMWorld

SueBrady

 

@suebrady In today’s social media world, must think multi-platform: Blog, Facebook, YouTube, Google+, Twitter, LinkedIn, Pinterest #cmworld

heidicohen

 

@JoePulizzi Yes! Agreed x100. It must be remembered that G+ is part of a much bigger, 10-15 yr plan… #CMworld

JamesonGBrown

 

@SueBrady Here’s the article I just read on active Google+ users. http://t.co/zL0T7VNMh9 #cmworld

JoePulizzi

 

My coworkers even make fun of me still for my #GooglePlus love! http://t.co/w95O3imrkm #CMworld #google

JamesonGBrown

 

@JoePulizzi you’re crazy! =) It confuses me and not sure there’s a B2B play there. Open to challenges though! #cmworld

B2Bspecialist

 

Who has done one on the chat today? RT @ardath421: @joepuilizzi I love Google+ hangouts – now that’s fun stuff! #cmworld

CMIContent

 

Probably all marketers 😉 RT @cmicontent @JoePulizzi: I still think there is something to Google+. Over 350M active users… #cmworld

MelClarkMkt

 

@B2Bspecialist I haven’t figured it out yet myself…but I have a gut feeling. Google has patience with +. It will pay off. #cmworld

JoePulizzi

 

A7. Google+ is often undervalued + the forgotten channel. Brands have it setup but aren’t leveraging the full potential. #CMWorld

WhatRunsWhere

 

@b2bspecialist @JoePulizzi I am really liking G+, not much convo but a wealth of information & content 😉 #CMworld

lttlewys

 

@JoePulizzi @B2Bspecialist I agree! I think companies would be smart to work G+ before their competitors. It’s a new audience! #cmworld

MikeHale

 

Note to G+ comment -> RT @JoePulizzi: @SueBrady Here’s the article I just read on active Google+ users. http://t.co/yay8QHcEM9 #cmworld

CMIContent

 

You must build OWNED platforms (blog, website, email list, etc) since you control them. What would happen if banned from Google? #cmworld

heidicohen

 

@heidicohen Great point! So many reasons for owned platforms aside from this, too! #CMWorld

CMIContent

 

Totally agree with @heidicohen about owned channels – key to meeting objectives, first of all… #cmworld

ardath421

 

@JoePulizzi agree. It’s a big bet and they can’t afford a hiccup like they had with Wave and Buzz. #cmworld

B2Bspecialist

 

@lttlewys @B2Bspecialist @JoePulizzi What are you feelings about the G+ communities? #CMWorld

KyleAkerman

 

@SueBrady Dell’s Google+ program is one of the best I’ve seen #cmworld

JoePulizzi

 

@lttlewys @B2Bspecialist @JoePulizzi Agreed, but I’m hoping the convo aspect will grow. #CMWorld

atxcopywriter

 

@atxcopywriter I’ve had some great convos over there but it’s infrequent @B2Bspecialist @JoePulizzi #cmworld

lttlewys

 

@kyleakerman I’m in some great G+ communities ,other not so much! Depends on the group!! @B2Bspecialist @JoePulizzi #CMworld

lttlewys

 

@JoePulizzi agreed. I think it will eventually be a great business tool and rival LinkedIn before Facebook. #CMWorld

LSackandy

 

@KyleAkerman @lttlewys @JoePulizzi I’m a member of a few, but admit don’t do much with/in them. Only so much time. You? #cmworld

B2Bspecialist

 

A7: The most undervalued channel is the one you haven’t tested. The channel may vary by co.; but the need to test doesn’t #CMWorld

jchernov

 

@CMIContent A7 Trick…most undervalued social source are niche forums, especially if your industry applies. Targeted traffic! #cmworld

njh287

 

@njh287 Have you discovered http://t.co/u17kZoVIAb to unearth relevant niche forums? #cmworld

GhostBlogr4Hire

 

@GhostBlogr4Hire Yep, boardreader was good to start. But eventually w/ additional

research/tracking, found niche search engines too #cmworld

njh287

 

@cmicontent Q7] Most undervalued social channel is an effective blog. #cmworld

heidicohen

 

@heidicohen @CMIContent or NETWORK of effective blogs. #cmworld

tstschweber

 

A7: Probably the video sharing, like Vine & now Instagram, if for no other reason that we haven’t nailed it yet. #cmworld

Bonini84

 

@Bonini84 Interesting! We like you’re positive spin. You’ll nail it! #CMWorld

CMIContent

 

A7- Seeing a lot of slideshare, google +, and blogs #cmworld

KaitlinSolomon3

 

A7 #CMWorld it is youtube for me. I believe rich content or multimedia will grow faster now and it is very much undervalued now.

ShashankHosa

 

@joepulizzi @CMIcontent – The Q was ‘social channel.’ I love slideshare but is it a social channel? #CMWorld

RickLiebling

Q8: Do you modify content for various social channels or do you simply distribute it? #CMWorld

 

A8. Content must be modified for different channels – different context, different purposes #cmworld

ardath421

 

A8: Yes! Striving for virtuous cycle: summarizing our eBooks into ungated SlideShares that link back to the gated eBook #CMWorld

jchernov

 

@cmicontent 8] To make your content effective, it must be tailored to appropriate platforms, social, owned & 3rd party #cmworld

heidicohen

 

@cmicontent A8: Modify! Hopefully, every modern marketer understands the need for customization. #CMWorld

MelClarkMkt

 

Q8] Optimize content for each channel #cmworld

SusanDElia

 

A8. Content must be modified for different channels – different context, different purposes. via @ardath421 #cmworld

Appska

 

A8: #Content must be modified according to network. Each network = a different language/voice. #CMworld

JamesonGBrown

 

A8: Remember when we all thought Ping.fm was the holy grail of social distribution? #cmworld

JoePulizzi

 

A8: Absolutely must modify content as each channel has its own format and personality #CMWorld

HiPhaedra

 

A8: Absolutely. People interact and have varying agendas depending on the channel. The key is identifying it. #cmworld

Bonini84

 

A8: you have to modify your content to match the messaging for the respective channel. #CMWorld @CMIContent

KevinDMcGinnis

 

Pattern in #CMWorld answers: Consultants tend to answer theoretically; vendors practically. (Not saying either is better)

jchernov

 

@jchernov Leave it to you to dissect the attendance of a twitter chat 😉 #cmworld

JoePulizzi

 

@jchernov Surprised? #cmworld

SamBrennand

 

@jchernov The chat is useful but a bit agency/vendor centric. Where are our clients and prospective clients? #cmworld

B2Bspecialist

 

@B2Bspecialist @jchernov They are working on their #contentmarketing strategies 😉 #cmworld

JoePulizzi

 

A8- Absolutely modify! Each platform has requires different format and delivery to fit the purpose, tone, and overall parameters #cmworld

KaitlinSolomon3

Q9: Does your company have a separate social media person/team vs. a content marketing person/team? #CMWorld

 

A9: Everyone is *responsible* for content, but one person needs to be *accountable* for it! #CMWorld

jchernov

 

@lttlewys @jchernov need more specifics about “who”. For a brand a company? How does this work in social? Has it every? #cmworld

B2Bspecialist

 

A9: social and content marketing are together at #xerox. #CMWorld

Kenericson

 

@kenericson Has it always been like this? #CMWorld

CMIContent

 

@CMIContent No– a new development and one that makes total sense! #cmworld

kenericson

 

@kenericson Absolutely. Great that your company realized that and made that development! #CMWorld

CMIContent

 

A9. Companies that separate content marketing and social media teams have disconnects – saying so practically 🙂 #cmworld

ardath421

 

Q9] Content creation must be intricately combined with social media.Even social media comments are content! #CMworld

heidicohen

 

A9: Social media and online groups fall under the channel team, which works closely with the content team. #CMWorld

HiPhaedra

 

@cmicontent @jchernov A9 Content creation is separate from editorial direction. #CMWorld

heidicohen

 

I’m always surprised how few people are findable. Only 16% of CXOs have #digitalpresence I must use all tools to reach them. #cmworld

Andreas_Ramos

 

Segment consumers, customize the content & deliver w right channels so they get what they want from you (and not your competitors)! #CMWorld

WhatRunsWhere

 

Great content can be created when subject matter experts, marketing and sales, too, work together. #CMWorld

CTrappe

 

A9: Gotta say, this is a great question. We have ppl who are “geared” more towards content creation. Others community management. #CMworld

JamesonGBrown

 

A9] To get your entire organization creating content, you MUST remove the fear with editorial guidance & copyediting. #cmworld

heidicohen

 

@jchernov Well-stated. We have a single voice/tracker, but all’s insight will go often go in content. Encourages their sharing too. #cmworld

njh287

 

@B2Bspecialist @lttlewys @JoePulizzi Same w/ me. Many times they are big echo chambers. But I find useful nuggets occasionally 🙂 #CMWorld

KyleAkerman

 

A9 we have a content team and a social media/community manager that collaborate #CMworld

SFerika

 

You have to empower employees if you expect them to share stories (aka content). #CMWorld

CTrappe

 

“One person needs to be *accountable*” Disagree. Let go. Enable everyone to use #socialmedia and distribute content. #cmworld

Andreas_Ramos

 

Not my idea, but great way to generate content: have each employee spend 2 hours writing posts on agreed topics every few months. #CMWorld

SueBrady

 

Our SMEs aren’t there to generate content, they have BD and sales to focus on. That’s what our content team is for. #CMWorld

HiPhaedra

Q10: What is the top thing content marketers need to improve on or learn when it comes to social media? #CMWorld

 

A10: If your content is about you, regardless of how polished it is, ain’t nobody gonna share it. #CMWorld

jchernov

 

Q10: Focus. #cmworld.

Andreas_Ramos

 

A10: Consistency. Most content programs are campaigns, set up for short term. Go the distance. Think Marathon, not sprint. #cmworld

JoePulizzi

 

A10: Considering the “reason to click.” There’s content overload out there. It’s all about how you present the content that matters #cmworld

Bonini84

 

A10. How to initiate a conversation their audience cares about – and then keep it going #cmworld

ardath421

 

A10- That there MUST be an integrated strategy to be effective. Also find your influencers and recognize their value #cmworld

KaitlinSolomon3

 

A10 spend time w/#sm channels your #content will appear in to make sure you’re maximizing what’s unique about them/their audience #CMworld

SFerika

 

A10: How to turn engaging into buying. #CMWorld

MichaelMooneyy

 

To create content remind yourself to keep an eye out for good stories. There are many. #CMWorld

CTrappe

 

@CMIContent 2 things: 1) Be participatory, comment on/share others’ content; 2) Never the underestimate value of 1-on-1 contact. #cmworld

njh287

 

A10: Please the customer not your peers #CMWorld

SamBrennand

 

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