Blog: shaping content for social

Blog: shaping content for social

July 2, 2015

Audiences can be a fickle bunch. Despite being given more choice over communication than ever before, they continually demand more.

Choice. Convenience. No fuss. They want it all – on their own terms. As internal communicators we have to adapt to those challenges, and produce content that can grab the fleeting attention of colleagues.

But how do you produce content that truly stands out in the social media landscape?

Of course, internal communication has changed substantially since the bygone days of simply producing a monthly printed newsletter or an intranet updated once a week.

The rise in popularity of enterprise sites like Yammer has resulted in IC becoming more two-way communication than ever before.

Good news, admittedly.

But while corporate focused social media platforms provide the invaluable feedback that we so desire, they can throw up other issues too.

Carefully crafted content – painstakingly created to spell out the business’s key messages – can be easily missed as work-related conversations (or not) provide a more interesting alternative for colleagues’ attentions.

Discussions over car parking are nearly always the most popular on these sites, in our experience.

So how do we combat this? Let’s turn to the bastion of Britishness, The BBC, for a helping hand.

The Beeb’s challenges in this scenario are slightly different – focused on attracting ‘new’ external audiences rather than the internal workforce – yet the thinking behind potential solutions can be applied to both.

The rise of social media “demands that we go inside those spaces that people actually inhabit,” said the BBC’s social media editor Chris Hamilton, reports journalism.co.uk.

BBC experts are now looking to deliver shareable, digitally native stories for mobile content to connect with people across the different platforms. Here’s some of the ways they are approaching the issue.

* BBC Shorts
These are 15-second videos shot with image-sharing social site Instagram in mind. The snapshots have been purposefully designed so users can watch the video without sound – perfect for an office environment.

* Go Figure
Visual. Social. Mobile.
Similar to the popular “in numbers” editorial tool used in traditional printed publications, Go Figures delivers key statistics and information with the minimum of wording or fuss.
With time being such a concern for the workforce today, Go Figure ticks all the boxes.

* BBC Trending
Looking at the stories behind the day’s most shareable stories, BBC Trending places the spotlight on the background of a specific trending story. A sensible move – we all already now the story is popular with our audience so why not capitalise on that fact?

It all comes down to mindset. Producing content that has impact on social and mobile is a tricky task – one that we need to adapt towards. Being prepared for some experiments to fail should be the norm.

The audience is out there – we just need to connect with them in a manner that suits.