In my previous post, I talked about gaining the necessary tools to effectively curate and share relevant industry content. In this post, I will discuss how to identify, differentiate, and publish content that is worth sharing.
So now that you have the proper tools in your belt, what are the next steps? You first need a mechanism for identifying content. No need to go on a wild goose chase across the web. All you need to know is what key words are relevant in your industry and your social media management application should do the rest. In applications like HootSuite, you can easily set up streams for specific key words that are important in your industry. For example: I work in the medical education industry so the first 3 search streams that added were streams for the following phrases or key words: medical education, #meded, CMEchat. People may be posting content using a variety of different keywords, hash tags, and phrases so it is important to set up search streams with all of the key words relevant to your industry. I typically place all search streams under a separate monitoring tab so that I can keep these streams all in one place. Once you have set up your search streams, all of the social media posts relevant to these key words will appear in the search streams, making it easy to scroll through and identify important or trending content published by other industry social influencers. If you work within an industry where you only want to monitor content generated locally, some social media management tools have a nifty geo search feature that enables you to search for content generated within a certain radius of a specific address. If you are unsure of how to query your searches, your social media management application should provide you with examples for setting them up correctly. Once you have your search stream set up, you can further filter them by key word or Klout score (a measure of someone’s social influence). After all, your goal is to identify content from other industry experts that is sharable, not necessarily content posted by the entire world.
Another way to identify relevant industry content is to use some of the available bookmarking/trending content applications like Trendspottr, StumbleUpon, and Scoop.it. Search through these applications works in the same way as setting up search streams.
Finally, applications like HootSuite have an RSS/Atom that you can set up to automatically curate and share your favorite industry blogs.
I find that each of these search methods has both overlapping content and content unique to that search method so it is important to use all three methods.
You have taken an important step in setting up your searches but you are not quite ready to start sharing yet. You’ll want to monitor the content on your search streams and pay attention to what kind of content is getting shared by industry influencers, including retweets, mentions, likes, etc. Once you have a feel for what type of content people within your industry respond to, you can take the final step and start sharing. Do not ignore the power of visual content and video content! On social channels like Facebook, visual content and video rules and is much more likely to reach your intended audience.
As you identify sharable content, you may want to keep the title, link, and type of content in a content repository. From there, you can use content within your repository and a tool like HootSuite to compose messages, shorten links into trackable URLs, and send those messages to your social networks. You can even pre-schedule messages to save yourself time.
But what if you are browsing the web and come across an article or other content you want to share right there and then? Social media management applications like HootSuite or bookmarking sites have a nifty button that you can add to your toolbar that allows you to instantly curate that content and send it out via the appropriate social networks right there and then.
You may come across enough content on a specific topic that it may be worth it to use a tool like Storify or Paper.li to compile it and share it via a story or newsletter format. This is the very content that will make you stand out AND become a industry social influencer without creating your own original content.
If you have the knowledge, time, and feel comfortable enough with what’s happening in your industry, you can comment on other industry social influencers’ content or start your own blog where you can share your original thoughts. But first things first!
You are well on your way! If you like this article and it is helpful, please share!