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Is Collaborative Content Appropriate For My Business?
Is Collaborative Content Appropriate For My Business?

Since the advent of social media, what is and isn’t appropriate for businesses has changed dramatically.

Previously, the sign of a good business was professionalism. And in that context, professionalism meant a corporate, clinical, client-is-king mentality. It put a thick wall between the client and the corporation that positioned any humanity (such as jokes, personal questions, being ‘real’) as unprofessional.

There are good reasons why businesses do this – to ensure a blanket ban on any inappropriate behaviour, for example.

But then something changed. Social media became omnipresent and a perfect portal for corporations to reach and secure more customers.

But business jargon and a clinical approach has no place on social media.

The definition of ‘professionalism’ didn’t translate to social media because it lacks the deeper social or emotional element that fuels social networks. People don’t want businesses and advertising popping up in their social spaces.

So to tap into this market, businesses have to drop the veneer. They’ve had to learn how to casually communicate with their customers and value-add to their news feed. The ‘professional’ era of stuffy suits and ‘synergy’ jargon is well and truly dead for any industry or business with a public facing element.

This is a long intro to the very simple concept: collaborative content is not only appropriate for most businesses but is becoming a requirement.

A socially and emotionally driven element used to be exclusive. A ‘look backstage’ or ‘behind the scenes’ of a company or business that’s generally straight-laced and professional was a one-off concept.

On social media, it’s an expectation.

What are the benefits of collaborative content?

There are many reasons to incorporate collaborative content into your business plan. The main plus is the ability to be involved in conversations about your brand while not influencing those conversations unduly.

On the internet, free speech rules so your presence as the brand won’t generally affect whether or not customers are forthcoming.

However, if these conversations are happening under the banner of your website not only can you showcase a vibrant community brought together by your product, you can also provide accurate and real-time information to your customers and potential customers.

You can also reward your most fervent supporters. And trust us, you’ll have them.

The bell curve of customers always features a few evangelists who worship the brand and would love to be acknowledged. You can leverage their loyalty by featuring them in your marketing campaigns or on your social media channels.

This reinforces bonds with your customers while also demonstrating to others that participating with the brand can be rewarded.

Chase that data

Most reporting processes for marketing campaigns, and reports at large, lack an element of human comment.

We can look at numbers on a spread sheet and know the general trends of users. But to get a constant stream of qualitative feedback from real customers is a truly valuable element of social media.

Incorporating an element of ‘social feedback’ into your cyclical reporting puts a face to customer personas and can have a big influence on product and business development.

Get Tactical

There’s a tactical reason to oversee conversations, both good and bad, about your brand. It gives you the ability to be selective and moderate.

You can add an element of social proofing to your products with reviews and forums. Your audience can see not only the good things being said about your brand but how your company is responsive to any complaints and bad reviews.

This highlights good customer service and an evolving product set. You can connect live with your client base through features like Google Hangouts and Facebook Live. Most importantly, a thriving user community creates constantly evolving, up-to-date content to keep your website from becoming static.

There are many ways to leverage collaborative content to your advantage. A forward-thinking platform will integrate collaborative content without too much fuss, which allows you to easily connect with your community.

Regardless of your product, service or business structure, incorporating a social element as part of your web presence is becoming a prerequisite.

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