No company succeeds with both practices better than Cisco, which won a PR Daily Digital and Social Media award this year for its technology news site, The Network. The site features breaking tech industry news and company content, ranging from blog posts to videos.
Cisco digital content lead Kirsten Chiala takes us behind the scenes and reveals how the content team consistently delivers award-winning brand journalism—and how you can do the same:
1. Increase social media reach using internal ambassadors. Appoint a team of internal ambassadors who will promote your brand journalism content via online networks.
How to select your internal ambassadors? Anyone who wants to get involved should be part of the team, Chiala says. “Offer them social media training, and let them choose what content topic areas they’re most interested in sharing across social media.”
Cisco delivers pre-written social media posts to its ambassadors based on their preferred topics of interest. Every tweet or social media post is cut-and-paste ready and includes an image.
“It’s one-stop shopping,” Chiala says. “The posts are customized for each social media platform, whether it’s Twitter, LinkedIn or Facebook.”