Ten Things for Technology Marketers to Yammer About

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.

  1. Push links to new blog posts, podcasts, videos, webinars or presentations
  2. Post headline news stories from the Wall Street Journal or New York Times about major customers
  3. Share intelligence gained about competitors product offerings or organizational changes
  4. Introduce new sales collateral, brochures, white papers, case studies or presentation materials
  5. Spread the word on new sales wins at major accounts or channel partners
  6. Celebrate the achievement of statistical milestones (e.g. 10,000 customers signed; 1B transactions processed; 100 days without security incident)
  7. Post trivia about key customers, product offerings or corporate history
  8. Recognize achievements of key employees
  9. Announce dates of upcoming product launches, sales events or marketing campaigns
  10. 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

  1. 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.
  2. 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.
  3. 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.

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