Making your thought leadership materials go viral.
At our agency we have a saying for B2B and other consumer companies that are engaged in social yet don't have the likability as say Skittles or Oreo cookies. That saying is, "You don't need a million fans."
The reality is most companies, and most likely your company, will never have a million fans. But somehow social media marketing still gets boiled down to how many Facebook fans you have. What that notion misses is that social media for most organizations is not about how many people connect to your Facebook page. It's about how many people talk about you positively and share your stuff. It's about getting people to incorporate your brand and content into their social and real-world dialogues and purchasing decisions.
So this is where thought leadership and social sharing come in. In thought leadership, the share (the act of someone emailing or posting your materials to Facebook, Twitter, LinkedIn, or other social sites) can be far more valuable than a Facebook "like." When people share your content they are a) endorsing it and b) weaving it into the very fabric of the web. It becomes popular and echoes out into blogs and mainstream media and pops more in the search engines. When this happens you not only embed your influence directly into the web - your social media marketing success starts to be realized via organic search. People search on terms related to your content and your content pops in results on other companies' sites. This is social success realized through search!
Socially enable your content Implement best practices to the production of your thought leadership materials
[Here] are two big sets of recommendations to help you with your social media thought leadership programs: