Digital marketing requires a steady stream of branded media. Who better to provide that media, regardless the form it takes (Twitter, Facebook, blog post, video, etc.), than your employees? But in order to utilize your employees as a content source, you'll need to relinquish some traditional notions about brand marketing processes.
Training is overrated. - Chances are, most of your employees know what is required to create social engagement. Give them ownership to practice and the flexibility and time necessary to create digital content.
Permission to try things. - You can still measure social media outreach; you can even use it as a performance metric. But first, you have to let go and allow employees to organically incorporate it into their daily routine.
Stop doing something you have always done. - To make room for building branded media content, you may need to let go of tasks that are having little or no impact anyway.
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