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How do we make things more efficient? How can we streamline the process? How can we make sure one person does it?
I know that there’s a place for structure in authentic storytelling on blogs, social media and even offline channels. As much as we talk about digital only here and elsewhere, offline content is still a part of our lives.
So can all social media be done by one person at an organization?
Can one person own the process, output and executive reporting?
Organizational social media participation is certainly getting more and more time consuming. While some experts have said organizations should focus on just the main channels and I actually agree with that, this is easier said than done.
I make great connections (and even get business requests) from just about all the social channels I participate in. I wouldn’t even know where to start cutting. I’m super selective about adding new channels, though.
Streamlining in my mind doesn’t mean that one person does it all. It means that one person owns it and then makes sure other people’s strengths are used in the most efficient way.
Authentic storytelling – no matter the channel – can be done by everyone. That’s the beauty of it. Even children do it. Granted younger ones can often work a bit more on their filter on what they actually should be sharing.
In organizations, anyone can participate. In fact, the best stories often come from frontline staff and not the marketing or social media team. That’s not a slight to those teams but it’s a fact that organizational stories usually happen in front of frontline staff.
So once we enlist them, get their actual buy-in and commitment, organizations can start sharing those uniquely original stories.
The best organizations have everyone participate. C-level to janitor and virtually all roles across.
That doesn’t mean that all those people now crank out weekly blog posts. It means that they share the stories that happened with the team (aka marketing or social) in charge of producing them.
It’s quite OK to have an actual writer ghostwrite somebody else’s story.
- Writers still need jobs, too.
- Not everyone is a decent or even average writer.
So let’s have content marketing journalists write these stories and we can then repurpose different pieces across different networks.
The larger the organization gets the more people might be needed. If an organization has 1,000 employees, for example, and let’s say 100 start sharing stories and half of those are moving forward for publication initially. That’s 50 stories – or more sometimes since some people easily have more than one story to share.
Somebody has to produce them. Somebody has to edit them. Somebody has to distribute them. And once they are distributed, people might comment back. Somebody has to monitor those comments and then be able to respond.
And then some channels need slightly different content. While many can be fine with just text copy, others require images, video or even live video. Different skills are required for these outputs. And one and the same person can’t always do them all.
So streamlining can’t actually mean that one person does it all. It means that one person owns it all and makes sure the right players are doing the best things for an organization and in alignment with their own strengths.
Finally, that one owner also makes sure that stories are used across all channels for maximum use and that the right content assets are used.
Streamlining is a great way to tell authentic stories even better and more efficiently. Just don’t let it slow you down telling and sharing those stories.