Hosted by One Medical Group, the panel discussion included Jennifer Leggio (Sourcefire, Forbes), Lasandra Brill (Cisco Systems), Ted Sapountzis (SAP) and Michael Brito (Edelman). Ideals were discussed, arguments were made, but one theme remained the same: relevant, non-gimmick content is key in social (business).
1. Consistency and Repetition. Jennifer Leggio consistently repeated in our minds throughout the night. The Sourcefire firecracker said she doesn’t have marketing people write on the blog, supporting her ideals that content should not be a direct promotional tool and blogging just for SEO’s sake is stupid.
2. Behavioral Change. Edelman Digital’s Michael Brito (my former social media professor, holla!) said he thinks the biggest push must be made internally with behavioral change being the priority when it comes to a consistent voice in content. It’s something Cisco’s Lasandra Brill knows a thing or two about managing several hundred channels and departments in a robust corporate business. Brito added an example of Barack Obama’s “Change” message from the last election and how this year’s election lacks a clear message for either party.
3. Quality, not quantity. Commenting on the current state of social in business, SAP’s Ted Sapountzis said that businesses are understanding this content concept more today but that we still have a ways to go. “People are asking better questions and not just paying attention to vanity metrics.” Sapountzis concluded the panel saying “Good content is the only good way to grow a community.”
Formula: content – marketing + consistent voice = quality community growth.
Props to this panel for preaching valuable points on this concept, now let’s go make some good content.