4 steps to turn your business (more) social-minded

Sure, social business has to do with content, and with content marketing. It’s an aspect I’m definitely interested in. But content – or a perceived lack of it – is not the root cause of resistance to social business. It’s this:

Social business means change.

If you try to change today’s organizations there are some common hurdles involving IT, organizational structure and ultimately psychology. In this post I’ll give you 4 simple steps to start edging towards social anyway, knowing you’ll tackle each hurdle – when you’re ready.

First let’s take a quick glance at each of the 3 hurdles I’m talking about:

  • Firstly, every change turns into an IT project. Any change to an existing process means redesigning the process  – and then checking how soon the software that’s supposed to help you do your job can be adjusted accordingly. Until that happens, your precious software will enforce its own logic on your daily work.
  • Secondly, new activities need to compete with the existing ones. The teams and people who have already gained a foothold inside your organization tend to take up all of the available space, budget, and time reserved for meetings. Anything new is perceived as yet another task when everybody is already pressed for time.
  • Finally, new concepts need to ‘conquer’ established practices.

4 steps towards a social business

The whole target-mindedness in marketing departments is a major issue for anyone who would like to suggest a different way of doing things. Social business advocates are not the first to run into this brick wall.

The predominant force within established (marketing) departments is to nail every new idea down by claiming it – and any available budget – immediately, then:

  • put it into a corner,
  • put one person on it and
  • consider the subject covered.

Do correct me if I’m wrong by being too cynical. I realize I’ve read a lot of Dilbert 😉

4 key steps towards a social business

Here are a few things you can do to get started. It’s important to start with at least a bit of awareness, then try integrating ‘social’ into single tasks before taking it further.

1. Conquer the psychological hurdle – step by step

Let employees (including you) get social with the instruction to learn as much as they can to find ways to use social media in their (daily) work. Use this as a conversation starter in workshops to raise awareness of the differences between private and business communication online. Find out for what business purposes employees (including you) in different roles could use social media. And importantly, translate employee experiences into stuff that improves your team’s and company’s performance.

2. Integrate social media into one or two daily tasks

Anything new will only stand a chance if it’s integrated (as a first step, mind you) into some aspect of daily work.

After you figure out (see #1) how social media can add value for you and your team by making some aspect of your daily work easier, better, possibly faster you still need to determing at what exact point and in what way you will use social media as a natural part of the process.

3. Find a new use for old (and new) habits

It doesn’t take much of your time to share stuff you’ve already found, read and reviewed. By sharing interesting articles you:

  • give more people the chance to pick up on important developments.
  • deliver hand-picked content
  • show them that your team has access to content, knows what’s relevant, … contains professionals who know what’s happening.

3. Evaluate with care

After at least a month, have a first ‘light’ evaluation. Have you needed to tweak the initial idea? Does your method seem to work? If so, you’re ready for a one-month (minimum!) trial to see if you can truly integrate ‘social’ into your daily routine. When that month is over it’s time to evaluate the process (your social routine) rather than the results. That comes next and may take a couple of months.

And what about IT?

As far as I’m concerned, software for anything comes in after you’ve figured out what exactly you want to do without it but can’t. It’s no use implementing some great and costly tool that’ll pin your daily workflow to it like an unfortunate butterfly before you even know what your workflow would look like in your new social business.

That’s it for social business this year – if you want to add your thoughts you’re welcome to do so in a comment, and I still promise to reply to every non-spammy contribution 🙂

Social business homework: all employees are not (yet) equal

Do you know the one thing that amazes me the most about social business? It’s the way it doesn’t seem to take off even though your boss says it’s a good idea 😉

Social Business Homework: all Employees are not (yet) equal

Social Business Homework (based on OCAL image)

Of course it really helps if your CEO and/or CFO and others are blogging or tweeting and generally showing their support of social media use by actually being present on them…

Your company may even have a number of employees dedicated to filling social media channels with fresh branded content or teaching others how to use social media for business purposes.

But there’s a snag somewhere I think – wouldn’t things go a little faster if there were not? So where exactly is the hurdle we need to jump?

The perceived value of social media for business

One issue is perception. My impression is that in many parts of businesses, processes are rolling on like they always did with social media seemingly adding little value. But I happen to have done a bit of archiving in my time 😉 and here’s the thing:

  • an archive contains process-bound content. That content is produced as a result of you doing your work. This is valuable information which people may want to know about at a later time, so you need to store it for a number of years.
  • on the other hand, there is information which you may have read to inform yourself about a topic in order to do your work well. Stuff you need to read up is not considered of direct value for the process. So you can chuck it out whenever you like (well, after a year).

This perceived difference in value affects decisions as to who is allowed or expected to use social media as a regular part of their job.

Social business homework: all employees are not (yet) equal

Depending on where you are in your organization you’ll be able to use social media for different purposes. Some of them add value directly and some indirectly.

  • For people with a lot of professional connections on LinkedIn – I mean connections they actually know and have spoken with – and for whose job a large network is essential it’s relatively easy to use LinkedIn to benefit their company. If they need to come up with new leads, they check who in their network is familiar with the topic or has connections that bridge the gap between their own company and the potential customer’s business.
  • Making new connections is easy on Twitter, but not everyone wants to engage in conversations. Finding people with similar interests is great though. If they’re in your industry or in the same region as well you may at some point meet up at an event and add your new connection on LinkedIn (or Facebook if that’s your preferred place for contact).
  • Another thing: I use Twitter to look up recent posts/articles on subjects I need to read up on. Actually Twitter is the reason I’m not using search machines exclusively anymore for finding relevant information about anything regarding social media, social business, content marketing. Because social media marketers and content marketers are out in force on social media 🙂

My point is that each way of using social media adds value – but that value is not equally visible. And nothing you do counts unless you make sure people notice you’re getting results doing it.

Accepting that using social media can work

How to integrate social media into your work:

  1. Examine your job and identify one or two tasks, where social media may add value.
  2. Make sure you know exactly at what point and to what purpose you will be using social media.
  3. Don’t overcomplicate. If it means you “search database X, Google it, and check Twitter” for information about a topic, fine.
  4. Keep it up for at least a month, because apparently that’s how long it takes us to form new habits.
  5. Then check the results and ask yourself if you’ve developed new methods that allow you to get the most from your new way of working.
  6. Make a note of any tangible result you got through social media.
  7. Review your daily activities again for other tasks that may benefit from using social media.
  8. If there aren’t any, fine. One or two tasks are a great start. Don’t rush.

The best way to prove the value of social media for business would be if you could tell your manager that you found that excellent article/that lead/a piece of information through a search on Twitter or a tip from a Facebook friend or a LinkedIn connection… if that leads to raised eyebrows you can always add that your study at X has given you an excellent network of professionals in your field 😉

As far as I’m concerned you’re ‘social media-enabled’ as an employee when your manager (and the level above that) accepts that you use social media for some aspects of your work because it helps you get the results they need.

If there’s one thing I’ve noticed it’s that accepting the fact that social media can contribute to almost anyone’s work is crucial – and not always straightforward.

Please add your thoughts about social business, social media, and any related topic in a comment – I promise I’ll respond to any non-spammy contribution as I value your input 🙂

Life as we know it: the big deal about change

Every new generation in the past 50 years has been called, or has claimed, to be fundamentally different from the oldies. This tends to cause a bit of friction with parents (unless they’ve given up ‘parenting’ at an earlier stage) but notably not so much with grandparents because, and I’m guessing here, they’ve seen it all before in their own children.

The big deal about change

Change is the only permanent force in our lives. So what? Change is a constant, and yet we will draw people’s attention to it again and again saying: “look, this is different!” or “I’m unique!” The millenial generation is no different in its uniqueness 😉

One example of what is different for today’s students is, by the time they graduate, they’re all over Facebook already. If you’ve spent years on Facebook it seems a bit of a waste to start from scratch on LinkedIn.

Some months ago, Brian Solis interviewed the Co-founder/CEO of a platform called Identified.com. Viewing the information on the Identified blog I recognized a lot of stuff from my own career path (involving change). Perhaps you recognize any of the following?

Learn to change: learning curve ahead

Warning: Learning Curve Ahead

  1. Study, no job.
  2. Another study.
  3. Job doesn’t match expectations or strong points.
  4. Switch to different kind of job.
  5. Part-time study and job.
  6. New job, research or internship required by study.
  7. Keep job, build resume and ‘rest’ after graduating.
  8. New job, tasks shift.

It was about time someone figured out that people might like to re-use parts of their ‘personal’ network in their new career, and that they might find the contacts in their mailbox less useful than their contacts on social media 😉

What happens if I do this?

Young people living their lives ‘inside’ social media is just an example of what has changed – but the underlying issue of ending up in a place that doesn’t match your talents or ambitions (interests) is not exactly new. In fact, part of ‘growing up’ has been finding out more about yourself by trying stuff out.

Marketing trend or change?

Marketers’ strong point is spotting trends and giving them ‘big’ names. The actual change taking place may be less exciting (too slow or insignificant). One marketing action is giving generations different names and trying to find out what matters most to each generation in order to sell them more stuff.

Sometimes marketing seems a bit like calling your two-month-old kid “Godzilla” because he/she’s got a big voice. It doesn’t make your kid bigger but it sure sounds awesome. I checked Twitter recently, which never fails if you’re looking for Godzilla marketing trends. Here’s a couple of ‘trends’ I found (Godzilla doesn’t hide):

  • “going real time to right time” Rachel Happe Tweets #defragcon
  • “moving from transactions to engagement” @alanlepo
  • “After B2B and B2C the future is P2P” (can this get any worse?? I hope I made this one up…)*

My main conclusion is that there’s only one underlying change: companies are getting more interested in customers and trying the personal “customer-centric” approach.

Why?

  1. Because they can. They have the tools: social media.
  2. Because they’re afraid to miss out. Their competitors are doing it too.
  3. Because we, their customers are changing – we’re getting used to relevant content, and to replies within a day or so (preferably faster).

Change is the only permanent force in our lives. Treating every day as being identical to the last just because it looks identical on the surface is downright dangerous. One day there will be a stalled car just behind that bend in the road.

The big deal about change is that it is life as we know it.

* B2B Business to Business, B2C Business to Consumer, P2P Person to Person… they didn’t manage to squeeze F2F in – maybe I ought to thank Twitter for their 140-character limit 🙂

That’s it for this post. If you want to add your insights please add them in a comment. I’ll respond to any non-spammy comment about ‘the big deal about change’ or my writing skills 😉

Why social media is everyone’s business

The art of combining ‘social’ and ‘business’ isn’t everyone’s cup of tea

If you’re in marketing, the hard part about ‘social business’ or ‘social marketing’ is if you think it’s a load of cat crap. Many marketers seem to think it’s a great development. This means the smell of cat crap is coming from your own flower bed. Not nice.

On the plus side, if you do decide to give it a try, there’s a motherload of advice hanging out there on the internet waiting for you.

Social media outside the marketing team

But what if you’re in the kind of job that’s usually taken up by people who don’t like the sound of the word “business” or “marketing”? In that case the amount of available information shrinks. That may be an advantage – if you’re able and willing to filter out all the noise the social media marketers are making.

Even if you get over yourself and the marketing stuff, the organization you work in probably never realized that you might be interested, or able to contribute in some way to the company’s online presence.

Social media

Water droplets on the grass

  1. Your manager may not agree with your taking on this new role. Or his/her manager may not.
  2. Your targets don’t mention anything remotely like “representing our company by becoming a valued blogger on subject X” – especially if subject X is unlikely to add visibly to the company’s financial results.
  3. Your manager thinks it’s a great idea, but you don’t have time during working hours so you end up representing your company on your own time. Right up until you burn out.

Where do you find the feeling that your presence on social media is valued by the company you work for? Or if that’s not going to happen, how will you make social media work for you?

By introducing personal branding on social media. Social branding.

There, I’ve said it. Yukkk. Why should you want that?

Social media is your business

If you’re on Facebook, Twitter or LinkedIn (or… you name it), social media is already a big or small part of your life. It may not yet feel like being part of a business thing. So how is this your business?

Anything you do tells people who’ve connected with you something about YOU, the brand. Don’t believe me?

Let’s face it, does everybody out there really know you, the person, warts and all, on a Sunday morning after going to bed late and your kids waking you up at 6 in the morning (sometimes you’re lucky if it gets as late as 6 AM), watching the latest politically-correct version of some mind-numbing cartoon series for the under-9-year-olds? Well, some people probably put that photo on Instagram too 🙂 But even if you do, how many people know the “you” that lives behind the pictures you publish?

You’re a brand to someone out there, no matter what you do or don’t do.

  • If you’re LinkedIn profile sucks, that’s you to a recruiter. “This guy/gel hasn’t updated her profile in two years – obviously NOT looking for a job”.

In case this made you wonder about YOUR LinkedIn profile, check what information is actually visible to other people while you’re logged on. What seemed fine 4 years ago when you had a steady job may not be enough to attract recruiters or customers, if you’re starting a business. You can waste a lot of time on updating your profile if no-one except you can see it.

Go to Settings – [Profile] – Helpful links – Edit your Public Profile to check and change the visibility of your profile.

  • If your tweets have so many typos you need more than 140 characters to fit them all in, that’s you to anyone who follows you, or who finds you through a typo in their search – or through searching for your name after someone mentioned you to them.
  • If you blog about your kids, dogs and flower bed (with cat crap), you’re branding yourself. Not according to some major strategy, but still.

With every activity you’re giving people a piece of a puzzle which they use to construct an image of you, your family, your company…

So while you’re branding yourself on social media, you might as well do it right.

Start by revising your main social media profiles. After you’ve done that, if you have a manager, go to him/her and ask for input, especially if you (want to) mention your company in those profiles.

I have yet to run into a manager who wants the company to look bad by letting employees have unprofessional profiles on LinkedIn. Use that knowledge to your advantage 😉

And then? On to the next step… and the next.

If you want to add ideas on the subject of making social media everyone’s business, please leave your comment below – I will reply to any (non-spammy) contribution!

Social business: why you should add strategy to your content

One aspect of social media in a business is something I’m just about starting to ‘get’. It’s not just social media. It’s how to get your message across to potential customers at all, now that social media are becoming part of the business habitat. Everyone is suddenly in marketing. And my discovery (tah-daah!) is that many of us suck at it.

Social media: knowing how it works is not the issue

I don’t mean we can’t do marketing no matter what you do for training. I mean that right now, even if we know our way around social media, we have not been trained yet in (the basics of):

  • Risk management
  • Content marketing
  • Social media for business purposes.

Add strategy to your content. Image: Thinker - ContentRambler avatar

Thinking up a content strategy [OCAL image with alterations]

This may result in (m)any of the following:

  1. Your colleague has been told that social media is all about personal. She does a meet-the-whole-family blog and discusses details of her private life you don’t want to know about – depending on your interests 😉
  2. Another colleague (I’m assuming you have many of them) uploads an 86-page presentation to SlideShare, assuming she’s done her sharing duty this way. Description: “this is a presentation I did two weeks ago, enjoy”.
  3. A third colleague likes to rant about telecom services, airlines and so on which he had bad experiences with. Unfortunately one of these companies is a customer of yours.

Since I’m confident that you can spot the issues in the first and last example at once no matter what your professional background is, I’ll move on with the second example. Why? Because this is at first sight the least damaging thing anyone can do. And for that reason, it probably happens more often than the other two.

How to handle professional content

From a risk perspective, I’d really like to know if there are things like customers’ names in that presentation. If there are, you’re in trouble.

Let’s assume that it’s ‘safe’ content though, meaning it’s not about private stuff, nor does any customer of yours look bad or have their information shared on the internet. What are the downsides?

  • Your colleague’s description doesn’t really tell anyone what those 86 pages are about… that’s a missed opportunity. Possibly half a dozen opportunities, depending on what is in that presentation. I’ll get back to this topic later.
  • Here’s the good part: if the title of the presentation is as nondescript as the description, no-one is going to read it. Unless your colleague is, say, Seth Godin.
  • The bad part is that no-one will read it. But at least you’ll have a chance to improve the way your content is presented before it’s been downloaded and possibly put to good use without you ever seeing a dime in return. Or getting a “thank you”, or a new contact with an invitation you might have used for a spot of networking.

Optimizing your content for different learning styles

Depending on the content of a single presentation you could get up to half a dozen blog posts out of it; make a couple of video interviews; do a web chat or two about the subject. And I don’t mean either-or: you could do all of them. Why?

Learning styles

I’ve been fortunate enough to have a colleague repeat the basics to me just yesterday. By typing pages full of words, I’m basically catering for a specific type of person. I’m probably writing for people who learn in a way that is similar to my own.

I used to have books for breakfast. When I got to read my first ‘grown-up’ book in English – Dune, by Frank Herbert – I didn’t do any homework for three weeks (goodbye Math results). If I woke up in the middle of the night I’d read in bed.

Adding examples, especially about people and situations you can relate to, makes a (long) text more digestible for people with a different learning style. The same goes for adding a picture – preferably one with a personal touch, or with warm colors. Pictures that reach out to the viewer.

Time pressure and content guzzling

Another colleague told me that, because he spends so much time in the car, he prefers to listen to podcasts of blogs – especially by those bloggers who are real storytellers. The fact that some professions have people on their feet and in their car at all times of the day gives you yet another reason for trying different media.

Your social business needs a content strategy

For your (future) business, being on social media without knowing how to market your content doesn’t make much sense.

Note that I’m hardly saying this as a die-hard, veteran, marketing blogger. Needless to say I know I’m missing a big portion of my ‘potential audience’ by not using every available medium but just writing what’s on my mind. If you’re blogging like me and you’re not getting the most from your writing right now, that’s fine – if you’re fine with it. If not, you have work to do.

I hope you enjoyed this post. I wrote it today, in two or three sittings (I have a job and a family!), which is about the fastest I’ve done so far for anything that isn’t actually a “Blogging impressions” post 🙂

If you’ll add your thoughts on the subject of social business, content strategy or anything related, I would appreciate it and I’ll reply to any (non-spammy) comment.

Social business: what we need is a plan

If you’re interested in ‘going social’ you need to know why your company should do so. Do you have an answer ready?

Good 🙂

In this post I will ask a few (impertinent) questions and hope they help you decide what to do about ‘social’. In other words, my aim is to make you think. All right, now I’m in trouble 😉

Social business: what we need is a plan

Chocolate inside and out
Social business mixes social media in – inside and out.

While reading some recent articles I noticed that several of them mention the ‘checklist approach’ to social media (I’m borrowing the word from Steven van Belleghem).

It’s a tactical approach: are you on Twitter? Check. Facebook? Check. So you’re ready. Right?

When you ask businesses ‘why’ they are on social media, chances are they’ll tell you something like “the whole world is there, so our customers are somewhere in there with the rest of the world”.

I’m not arguing. But that’s just one step on a long journey.

How does your content strategy connect with your social media strategy?

Yup, this non-strategist is talking strategy for once – but only to ask you more questions.

How will you connect with (not just ‘reach’) people on social media – or even on your own blog or web site?

Does every piece of content you create help your customers in some (small) way? When you read an article it really helps if it’s well-written and either amusing, or interesting, or both. Add a comment below if you disagree with me 🙂

You need people within your company to want to achieve this connection with customers. What value you aim to offer to customers should be clear to all. It shouldn’t be up to each individual employee (or team) to imagine where the link between the ‘top blah’ (vision, mission statement) and your company’s customers might be found.

How will becoming a social business help you help your customers?

An article by Adi Gaskell refers to a recent report by IBM stating that three main approaches have proved successful as starting points for the journey to social business heights:*

  • Creating valued customer experiences
  • Driving workforce productivity and effectiveness
  • Accelerating innovation.

Whichever starting point you choose, you need to integrate ‘social’ into the entire process. It’s not something a few isolated employees can do for you. It takes a plan that involves everyone at some stage, in order to achieve anything above the bare minimum.

In other words, if you want to become a ‘social business’, social media is not the cherry on your chocolate cake. It’s not just the chocolate that glistens on the outside and makes you want to eat until you burst. It’s firstly the cocoa you mixed into the dough. And it’s the chocolate icing. And, possibly, it’s also the cherry – although that’s optional. You get my drift 🙂

Social media creates valued customer experiences

Funnily enough, I wrote most of the above before reading a post which to me seems the perfect inspirational example when it comes to customer experiences (even if you feel there’s no way you’ll ever measure up to this stuff).** Read it, enjoy it, ask yourself what is in there that you could use in some way. How will your use of social media make a difference to your customers?

A few thoughts about social business – and why you need a plan for it

  1. You can’t add social media to an existing business as an afterthought and expect to become a social business.
  2. You need a plan so you don’t get distracted by the latest hype all the time.
  3. Without a plan, you could end up out of breath by going nowhere at all.

Social media has been called ‘disruptive’. I take that to mean it creates a healthy imbalance in places where everything used to stay more or less the same. You need to think about business basics, and see how social media fit into your business.

You need a plan to let social media influence your entire mix of activities in a structured way.

Social business is not a thing – it’s an emergent property of the way you handle the potential of social media.

References

* Adi Gaskell, IBM reveals the secrets to social business success, Business2Community, November 10. Adi refers to this report by IBM, The business of social business: what works and how it’s done.

** Matt Wilson, 3 essentials that power Disney Parks’ social media strategy. PR Daily, November 12.

Hoping I’ve managed to make you think, even for a moment, about the essence of social business – if so, please let me know by using the comment box below!

Social business people: a grass-roots movement

In the past few years social media have become so commonplace you could say they’re boring if we didn’t find something of value in them: our networks. Our access to heaps of information and more friends, acquaintances and complete strangers on another continent than we ever had contact with before has had, and will continue to have, a profound effect on the way we view our lives and our jobs.*

A grassroots movement

This new perception is trickling into the fabric of every organization – through us – through all the individuals who show up for work every day. We’re oozing global networks from every pore. One side-effect may be that employees who’re not allowed to be on social media check their Facebook updates when they visit the bathroom, and get notably upset if they drop their smartphone into the toilet.

You don’t want that sort of thing. It’s bad for productivity, and it doesn’t smell pleasant either. By now, most businesses have a social media policy. The level of strictness varies widely.

How do people turn into social business people?

Social Business People
Social (Business) People [OCAL image]

Our present-day collective experiences don’t translate directly into employees being ambassadors for their own company. Not even the ones who are actually proud of working for or with you.

It didn’t work that way offline, and it doesn’t do so online.

So how can you help people adjust to a social business role that comes more or less naturally to them?

How to make social media ‘work’ for you

This may either sound completely silly, or so obvious you can’t believe I’m bothering to say it. I’ll risk it anyway. Have you considered:

  • taking inventory to see what types of people work for your organization;
  • thinking up ways to ‘market’ the uses of social media for business to each group? How would you approach someone from accounting, or in HR?

I’m talking classical market research and segmentation here. My next paragraph is for you if you lack time, resources, knowledge, or interest to get involved in ‘real’ market research.

Your people in the picture: cutting a few corners

Sit down with a few colleagues. List all your teams or departments. Then jot down every conceivable prejudice you could have about each team. I’ll help you get started with two unresearched examples 🙂

Accounting:

  1. maniacs for details. Never challenge them on details, unless you value emails longer than this post 😉
  2. cautious types: will always come up with rules we might be breaking. Share half a profile on social media – if they’re there.
  3. allergic to marketing talk which seems all promise and no accountability, unless they actually know responsible-sounding marketing people (what are the odds?)

Human Resources:

  1. will talk all day just for the sake of communicating.
  2. tech dummies. If a printer breaks down in HR the mechanic will find half a dozen people discussing how they have no idea what to do about it.
  3. allergic to technical explanations.

Don’t forget your own team, if only for the fun of it – or to avoid being unfair to others. Establish a rule of no rules and you should have an amusing and productive session 😉

Next up would be to find out what’s true of all the stuff you’ve collected, or you skip that step and work out an approach for every group. What characteristics and natural affinities in each group can you use? What issues do you need to address?**

Use your people’s strengths

Anyone who wants to turn a company into a social business by influencing the employees should assess people’s strengths and ambitions and build on those:

  • Support people who want to help others by making room for peer2peer support;
  • Train people who want to represent your company to guide online conversations.
  • Help people with a passion for reading and writing find subjects to write about, and train their writing skills.***

I’d like to conclude with a few tips for conversations in an advisory role:

  1. Make sure you know what you want from the conversation: are you checking your assumptions (or prejudices), or finding out what skills and ambitions people have that you could use in a future ‘social business’?
  2. Clarify what you want to achieve by asking questions, and why. Especially if you’re in a company that has prohibited social media use in the past, you had better come up with a good and honest reason.
  3. Practice serious listening.
  4. Don’t offer to fix anything – this tip is aimed at tool-selling specimens 🙂

Good luck, and let me know what else you’d like me to talk about!

Further reading:

* In case you missed the introduction to my ‘social business’ writing project, here’s my post from last Friday.

** There is any number of books about personality types and communication styles. One I’m familiar with is Management Drives (scroll down for the English text). Knowing a little about the subject may help you in conversations.

***Lou Hoffman wrote about writing skills, Experimentation in Content Marketing Offers Promise of Competitive Advantage, November 4, Business2community.

Please share this post if you found it interesting, or leave your thoughts about social business people and must-read articles in a comment below – I will reply to any (non-spammy) comment!