How to Create and Use Content for Social CRM - dummies

How to Create and Use Content for Social CRM

By Kyle Lacy, Stephanie Diamond, Jon Ferrara

Social CRM is most successful when you create and use content that will drive business to your brand. The key to understanding the type of content that you’ll create is knowing who your audience is. Are you speaking to a shareholder audience? Does your content need to convey a serious tone for potential investors?

One of the mistakes that content creators make is to use the same tone for all their content. Your social media channels are read by a multitude of audiences. You want to sing a coherent song, but you need to use more than one note.

You can find lots of paradigms used to present the ideal content process. There are three key components to creating great content. You want to

  • Write or curate content.

  • Use the content.

  • Share the content.

Write or curate social CRM content

As anyone tasked with writing content knows, it can be challenging. You’ll find books filled with advice about the many facets of developing good content. To start, you should think about the “why.”

You need to ask yourself why you’re writing it. What’s the goal? Do you want to sell something, educate, or entertain? Probably a mix of all three would be ideal. When you know the tone of the piece and the intended audience, you’re ready to write.

Before you starting writing a piece, assemble all your material: images, links, and anything else that must be included.

Curating content means that you find great content on the web and share it with your constituency. The web has unlimited content. Much of it is good, but there’s a lot of junk, too.

Curating content adds real value because a person with expertise is involved in selection instead of a search engine. You take the time to read and select what you consider to be the most informative material.

The following tools can assist you in content curation:

  • This tool enables you to pick topics you want to curate and display those topics on a page for others to see. In turn, other people can rescoop the content you’ve shared. You can also find topics that other people are curating and follow them. You can scoop with both free and paid versions of the tool.


  • Storify: This is a different type of curation tool. It allows you to pull together your own social media content into a story. For example, if you were launching a product, you could pull together your content from your social platforms, Instagram, Flickr, YouTube, and other URLs to tell the product story. Storify is free.

  • The Tweeted Times: This tool gathers all your tweets and turns them into your own newspaper. It’s free to use and displays your tweets in an easy-to-read way by categorizing them and displaying them on one page rather than in a stream.

  • Curation Traffic: This full-featured tool curates content and has a plug-in version and a standalone version. This means you can curate directly from your WordPress blog or a new blog you create for this content. There is a fee. Curation Traffic has lots of sharing features built in to grow your traffic.

Use social CRM content

When you’re writing a specific blog post or a sales letter, you know where your content will be seen. If you’re writing more general content, make sure that content is used immediately for some purpose. The reason for this is simple: You have a hungry crowd that constantly wants to consume new material. People are attracted by what’s novel. If you don’t supply fresh content, they won’t seek you out.

If you’re not sure about all the ways your content can be used, you can always repurpose it (use it in different ways, such as turning a post into a video script) at a later date. You’ll learn something about what your customer wants whenever you publish content, so keep working. You should consider everything you post as an experiment.

As the Greek philosopher Heraclitus is quoted to have said, “You can’t step in the same river twice.” That’s a great mindset to have when you’re doing anything online. A river is always flowing and changing; so too is the web. You’re speaking to different people all the time. Popular culture is also shifting so that what works for you today may not work tomorrow.

If you’ve written something that gets a great response, you’ll know you need more on that topic. If no one reads it or comments, you’ll know that writing more about it will be less valuable. Make the time you or your team works on content as productive as possible.

Share social CRM content

When it comes to social media, sharing is what it’s all about. A customer using your content to learn about your products is valuable, and that customer becomes even more valuable when she recommends that product to her network. Then she becomes part of your sales force.

Following are some free tools that you can use to share content:

  • AddThis: This tool allows you to put share buttons on all your channel content. Channels include social media platforms like Facebook and your blog. It also includes analytics so that you can see how your content is shared. These types of analytics include user statistics such as how many people clicked a link, shared content, and so on.

  • ShareThis: This application enables your customers to share any content they like on blogs, websites, Tumblr, and other channels.