One of the biggest challenges of being Social@Scale is finding the balance between “social” and “scale.”
Given the recent history of enterprise marketing, the default habit is more “scale” than “social” and operational guidelines such as “content calendars” and “KPIs” take over as people lose sight on the value and objective of the activity.
When it comes to Content Marketing, the objective of “create one thought leadership piece per month” tends to morph into “create one piece of content per month” as the metric (it’s easier to track that) and less on the “make sure it really is ‘thought leadership.’”
If you worry you are falling into that abyss, I cannot recommend highly enough Jason Falls’ introspective piece “If Your Content Doesn’t Excite You, It’s Time To Rethink.”
And he’s 100% right.
Being Social (particularly @Scale) is about inspiring, connecting, and stimulating passion aligned to the interests of your audience.
If you’re not fired up about it, why the heck should they care about it?
Not only is Jason spot on in this regard, but he goes even farther, demonstrating in public where he thinks he’s fallen short and how he thinks he can improve. It’s everything that Social should be. Authentic, honest, and personal.
What does all of this do?
It builds TRUST.
We applaud this commitment to being Social and are confident that this approach and the trust that comes with it are going to be highly profitable for Jason…and all enterprises that commit to the same path.