4 Reasons to Lead Your Writers into Your Social Media

Your content marketing needs to lead your readers someplace

Most of your followers in social media are external, but don’t forget to build a following among your writers as well.

Your social media efforts are mostly outward-facing: start conversations with prospects, curry favor with journalists, keep existing customers engaged and inform investors. It’s what marketing managers do.

Have you tried using social media for internal followers? How about your marketing communications writers? Even if they’re freelancers who don’t work internally for you, you can build a base of followers among them.

Consider this post in Yammer that popped up last week from a marketing manager in another division:

I’m building a mail list and a Yammer group of writers. If you’re involved in writing PR, marcom or technical marketing materials, and would be interested in info-exchange with others on the front line, please reply with your contact info.

I liked the post (by clicking “Like”), and I also like the idea as a way of building an internal following among technology marketing writers.

Using social media for writers

What can this manager do with this following?

  1. He can grow it into a forum in which marketing communications writers bounce ideas and questions off of one another.
  2. He can put it in his pocket and call it a successful proof of concept for internal social media.
  3. When he needs writing talent, he can mine the following.
  4. He can lead it, to make sure that its members know corporate messaging and direction.

If you could get your writers to follow you – instead of just taking instructions from you and delivering copy – where would you lead them?


Author: John White

John White of venTAJA Marketing is a content marketing writer for technology companies. He posts about technology writing from the perspective of the marketing manager. It’s a dirty job, but somebody has to do it. Download his eBook, “10 Questions to Ask When Hiring Your Content Marketing Writer.”