Empowering Your Subject Matter Experts to Engage with Social Media

By Patricia Seybold and Susan McKittrick

In B2B marketing, experts' content lures prospects and drives online engagement…but the marketers who run these marketing campaigns, by and large, usually aren’t the technical experts in the content areas that interest their company’s customers. It's often hard for marketers to get the real experts in the company to participate in social media conversations; these SMEs are too busy and/or they undervalue the results that can be obtained by commenting publicly and/or contributing their own perspectives to the topics of interest to customers.

That's why we became interested in a social media curation and commenting platform that's designed to help professional subject matter experts become social media curators and commenters. ConnectedN focuses on your experts' needs to:

a) Identify interesting content from trusted sources

b) Highlight or comment on that content on a branded microsite

c) Get legal/marketing approvals for any content or commentary that needs it

c) Redistribute links to highlighted content and/or the expert's comments on third-party content to a variety of social media sites (Twitter, LinkedIn, Facebook, etc.)

d) Control the time(s) of the day/week, etc. that they devote to reviewing and commenting on potentially relevant and useful content

ConnectedN’s Content Curation for Social Media Engagement
Enabling Busy Subject Matter Experts to Deliver Valuable Content to Clients and Prospects
By Susan McKittrick, Analyst and Senior Consultant, Patricia Seybold Group, March 24, 2011