Trivia Questions For: Ann Handley, Workplace Social Media Specialist

As part of our new “Trivia Questions For…” interview series, I am honored to sit down with Ann Handley, Chief Content Officer for MarketingProfs – a leading resource for digital marketing professionals, bloggers, and anyone interested in building strong relationships with teams, clients or employees. An acclaimed expert on using social media for business, Ann is co-author of the new book Content Rules, and writes regularly for The Huffington Post, Entrepreneur, Mashable and other online media. Today, I’m asking her about using social media to make workplaces and teams more effective.

1. In Content Rules, you argue that creating killer online content is key to business development. Does allowing employees to use social media really affect the bottom line?

Yes. Your content should be at the core of all of your marketing. But not just any old content…well, rules. Companies that create content that resonates best with their customers — that’s interesting, valuable, enjoyable to their customers or prospects — will attract more customers to them. Sharing that content across the social web increases its visibility exponentially. And it works: Content Rules is full of success stories of companies doing it right.

2. How can managers empower their employees to use social media more effectively?

There’s lots of ways! But probably the best way is for the managers to embrace the tools themselves. It’s hard to convey how to use social effectively without fully grasping the opportunity (and conversely, limitations) of social media.

3. HR directors & company managers are understandably concerned about letting employees create content on behalf of the company. What advice can you give to set their minds at ease?

It’s critical to put someone in charge of your content strategy at a company — either a Content Manager, or a Chief Content Officer, of a Chief Blogging Officer, or whatever. That person functions as the lead editor and key filter for content. Clearly, you don’t want employees or anyone else slapping up content that doesn’t fulfill your business goals and objectives. (See what I said above about not just “any old content.”) Putting someone in charge who can guide what you publish and when, and who can show success (also critical!) helps assuage any fears.

4. Critics argue that social media is a drain on workplace productivity. Do you agree or disagree?

Social media is only a drain on productivity when there’s no real strategy behind it. So ask: What are your goals there? Why are you engaging? How are you measuring your results? Companies need to have a strategy and plan in place around social –without it, it can feel like a waste of time. That’s when you’ll get snide comments about “playing on Twitter all day.”  : )

5. How can social media & content creation improve the way team members work with each other/other teams?

Content creation doesn’t have to be the responsibility of Marketing alone (although I do think it should be centralized there). Soliciting content creators from across the company — getting those who have a passion for creating content create on your behalf — can allow you to find a variety of voices from across your company, increase the size of your digital footprint, and pull in different perspectives and points of view. Also, quite often your subject matter experts are found outside of marketing. Finding a way to share their knowledge can set your company apart. Look at what Indium Corporation does on its blogs, for example. Indium is a great example of tapping into a broader expertise — and, as a side note, if they can create compelling content around solder paste (!), what’s your excuse? ; ) On the consumer side, Kodak does a tremendous job incorporating many voices into its A Thousand Words blog.

6. You were recently appointed as a columnist for Entrepreneur magazine. Why is digital content creation important for startup businesses?

For the same reasons it’s important for any business: Content should be at the core of your marketing. It’s not a burden — rather, it’s an opportunity to connect with customers and build your business.

7. What advice do you have for managers/business owners who want to keep their staff ahead of the digital content/social media curve?

Subscribe to MarketingProfs. I know it sounds self-serving to say that, but it’s an easy way to keep on top of new developments in digital marketing and social media.  There’s a lot of information out there — it’s overwhelming. We pay attention to the trends in marketing and keep on top of everything shiny, new and bright for you, so you don’t have to. Isn’t that a relief? ; ) And much of it is available for free. For example, this week (August 12) we have a free virtual conference on Content Marketing, one of our monthly free virtual events. In other words, you can attend in your jammies, if you wish. No travel required.

Now, Ann has a trivia question to ask you:

Which toy doll, originally introduced by Hasbro in 1964, was resurrected in 1982?

To find out the answer, ask Ann by emailing her through her Website, www.annhandley.com, or by connecting with her on Twitter @MarketingProfs.