What if you had a client that turned out to be a case study in failure? Would you use that example in future presentations to share what won't work in social media? Let me tell you about it and then feel free to comment below.
Once upon a time I had a client. This client was an established, thirty year old organization with a history of successes and milestones in real life. They wanted to create a community. They wanted to offer valuable resources. They wanted to share. It all sounds good, right? I agree. In fact, for nearly a year I worked with this plan in mind; spinning ideas and developing new web content models, web video proposals, and blog ideas.
For ten months I slowly built a tiny community of followers from sharing other people's links, videos, and content. The client never provided me with any fresh original content, nor was I allowed to publish any. Every tweet, post, and comment (except for a handful of their own product promotion) was from an outside source.
So the dust has settled, and the case study is a valuable piece of promotional material for what not to do. It shows what happens when you don't create anything to share. The answer: nothing. You can't build a community without content. In short, content rules. (In my head, I'm imagining myself in leopard spandex jumpsuit and yelling rules like "RULZ!!")
Look, you know what content means to the success of social media, Internet marketing, and even the Web itself. C.C. Chapman knows. Kristina Halvorsonknows. Valeria Maltoni knows. The basis of all that I do revolves around good fresh content. Like Kristina said back in 2010,
"Content strategy isn’t a bunch of tactics. It’s a plan. It’s a well-foundedplan, fueled by your business objectives and user goals. An achievableplan, created with your current business reality, content assets, and limited resources in mind. A future plan, for what’s going to happen to your content once you send it off into the world. And, most importantly, aprofitable plan, where your measures of success ultimately have impact on your organization’s bottom line."