A cornerstone of social media strategy

Content, access & participation

Last night was the 16th official Social Media Club Sydney (#SMCSYD) event.  Being the middle of June already, I think I would be close to having MC’d about 12 of them under the leadership of Doug Chapman and Tip Gloria.  A great mile stone for all involved.

We had Rachel Lonvinger (@rlovinger) and her partner, Jason Scott (@textfiles), who were both essentially talking about the importance of content. For me, it was a great back-to-basics sessions from Rachel who’s straight forward methodology highlighted the importance of process. And Jason (aka @sockington), was a living, breathing meme who showed us the path to happiness isn’t paved with cash-money, but about sharing some true human spirit.  And some nostalgic tales for those of us, who were on Twitter back in 2007 ( I’ve got proof from the first twitter meet up in Sydney).

I believe that content is one of the cornerstones of an effective social media strategy, and I also still believe that utility is a cornerstone to effective digital strategy (read: apps, mobile, tech, websites), and of course yes, you marry the two up and you’re in some digital nirvana.

Content itself gives us something else: access. Access to those who want to participate, but don’t want to create (cue the 90-9-1 rule). And with Facebook that gives us the easy, low commitment “Like”button on just about every web page today, it means we can interact without needing to think too much (that’s the 9) while the smallest percentage who do want to create (that’s the 1) are able do have our work published and shared further than our own means. But these two groups are the smaller percentage, and for business & marketing & PR people, that’s an important difference to remember to remember (Australia in particular).  Jason (well, sockington) had the same experience of 90-9-1 through creation and interaction himself.

Our abilities to tell stories are in effect our ability to communicate: and theres always a bigger group who will listen or watch (thats the 90).  And without that, we will never succeed.


Jye Smith is currently Senior Vice President, Head of Strategy & Operations, Asia Pacific at Weber Shandwick. Ranked in B&Ts 30 Under 30, Jye a regular keynote speaker and workshop facilitator who specialises in digital and social media strategist.

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