In step 4, you created you accounts. Now you'll create:
- your content
- an ongoing content creation plan
- and place your content online.
Whether your content is video, text on a micro-blog, text on a full size blog, Web TV, or podcasts, now you start making it. Give thought to how you will do this, when you will do this, and the schedule you will use for placing it online.
It is important to create content on an ongoing basis. that means at least once per week for uploading fresh material. No matter what that material is. You want new content online weekly. Don't begin publishing material every day and then move to every two days, then once per week, then once per month. It's fine to put material out there more often, if you want, but be sure that you can maintain the schedule.
Look for feedback a blog, in your email, or through customer service. When you get similar requests, or similar questions, place the answers online. Your clientele wants this information and your social networking campaign is the perfect place to give it to them. Here your employees are of particular importance. When a customer ask them questions have your people pass this information on. In fact, we recommend that you create an incentive program that promotes this sort of thing.
Be sure that your content is pertinent, targeted, well written. Only create content of unquestioned value that your audience wants. There is no point spending time and dollars to create material that no one will view.
For more on content creation see, our first book, Web Content Rx: A Quick and Handy Guide for Writers, Webmasters, Ebayers, and Business People, http://webcontentrx.biz/webcontentrx/index.htm. It's a Top 5 Business Title in Leadership Books at The Washington Post.
