If you are a marketing professional who is new to Yammer you may be struggling with what types of content to post. Below is a list of 10 strategies I recommend for engaging followers on the enterprise microblogging platform.
- Push links to new blog posts, podcasts, videos, webinars or presentations
- Post headline news stories from the Wall Street Journal or New York Times about major customers
- Share intelligence gained about competitors product offerings or organizational changes
- Introduce new sales collateral, brochures, white papers, case studies or presentation materials
- Spread the word on new sales wins at major accounts or channel partners
- Celebrate the achievement of statistical milestones (e.g. 10,000 customers signed; 1B transactions processed; 100 days without security incident)
- Post trivia about key customers, product offerings or corporate history
- Recognize achievements of key employees
- Announce dates of upcoming product launches, sales events or marketing campaigns
- Any information that you disclose publicly on Twitter, LinkedIn, Facebook, YouTube, SlideShare, Squidoo, WordPress, iTunes or other web 2.0 applications.
Other Techniques for Yammer Success
- If you are seeking help with a problem, post the question to the group. Questions might range from simple inquiries such as “Is Toyota a customer?” to crowdsourcing new product ideas from the general employee population.
- To increase followers and participation, consider releasing less significant news items first on Yammer, before distributing on e-mail, posting on an intranet or issuing a press release.
- Consider broadcasting hourly updates of breaking news or key discussion topics if you are attending an internal sales conference or external tradeshows. You can create a group to avoid overwhelming your normal follower community with too many messages.
And finally, I would suggest occasionally sharing something personal or funny. The whole idea of social networking applications in the enterprise is to put a face on employees.