5 Reasons to Integrate Your WCM System with Social Media Sites/Services

Many organizations still approach social media with a mix of trepidation and curiosity that can either foster experimentation or dismiss this inevitable evolution of information interaction as a fad. But this mindset misses the safety and incrementalism inherent in any evolutionary system. It's not all or nothing. To those ends comes a good article from CMS Watch on 5 ways and reasons to integrate your Web Content Management system with Internal and/or External Social Sites.

You'll need to click through to read the rationale behind the reasons but here they are...
I've added my own brief commentary to each of the reasons:

1. Approvals - bring governance into the social broadcast areana. An extension to the social realm of most Marketing / PR communications policies that already exist.

2. Scheduled publishing - A good efficiency / convenience booster for wider broadcast of your message. But don't confuse broadcast for interaction. Social Media hates one-way communication because it is not, er, social.

3. Alerting - related to #2 but more for the microblogging/twitter/yammer gang. "Something new has been posted check it out". Most of us who blog and twitter do this already but then we actually interact with folks who ReTweet or Direct Message or Converse with us. Alerting might be the start of that conversation but don't confuse it for an actual conversation proxy and don't overdo it! Your Twitter followers don't want to know when the cafeteria menu has been updated on your intranet.

4. Archiving - Another Governance play here. Achiving of all SM communications as a requirement or even a cost mitigating risk management plan hasn't caught on yet despite lots of hand wringing. The reason is that it cannot be consistently enforced for all SM communications for all employees in an organization. Not sure on the value here but it certainly can be done and may be a balance tipper in risk sensitive organizations.

5. Repurposing - This, to my mind, is by far the most valuable reason to integrate WCM with Social Media information channels. Reusing information just makes sense and if you can automate a tweet or a Facebook update with an article abstract or a new product description so much the better. But the real power is in the aggregation of the SM outputs mashed up with inbound messaging you are receiving. That is a very good way to track your WCM managed sites influence and penetration, a good way to track trends and interest spikes etc. But I've written about that before and am due for another post on the topic soon!

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