Is content or conversation king of social marketing?

As social media evolves, our understanding of it as social marketers changes too. Perhaps this explains why many professionals say that content, once "king," has now been dethroned by conversation—that is engaging with the consumer (Novak, 2010).

This argument challenges the idea that good quality content is the prevailing component that drives businesses up the ladder of relevance in search and social media. Catherine Novak, a writer and social media analyst, said, "Content without conversation is just broadcasting, or just advertising." Novak said, "The energy behind the message is what gives it meaning, and a life of its own" (Novak, 2010)."

While I definitely share Novak's enthusiasm
for the potential of audience engagement, I have trouble assigning either component (content or conversation) more responsibility or value. Glenn Van Hoof of Boondoggle explained that content and conversation are co-dependents. Van Hoof said companies that want to build their social media presence often ask 2 questions:

1. "What am I going to say." (This, Van Hoof, explained is the content) 
2. "Who will create and manage this content?" (This, Van Hoof, explained is the conversation part)

I believe that content makes conversation possible. It actually drives conversation. Therefore, I believe that content is still “king” when it comes to finding your audience. In Michael Greenberg’s article, Content is King of Social Marketing, he explained that “without content, there is not a whole lot to talk about (Greenberg, 2009).” I agree. I think content is what sparks “the energy” (or response) that gets a conversation going. Greenberg also wrote that we must have some sort of system to ensure that there is consistency in our content. He advised for marketers to treat social media efforts like that of a publication by showing dedication and consistency in content delivery (Greenberg, 2009).

“If, say, BusinessWeek just decided to skip a week, most readers would freak out. You have to take the same mindset when you're doing content and social (Greenberg, 2009).”
There is no denying the power of conversation either—especially for new companies. A company in the midst of finding their voice and building an audience can greatly intensify that campaign by talking to its consumers. Heidi Ganahl, CEO and founder of Camp Bow Wow, "a doggy daycare and overnight camp franchise based in Boulder, CO" is a big advocate of using social media to promote services. Ganahl offers new franchisees of her growing company a template and tools to start blogging. Ganahl said, “At the end of the day, clients really want us to be up to speed on the latest website stuff and communication tools (Ransom, 2011)."

The conversation element of social media offers companies, like Ganahl’s, a great opportunity to establish a name and build confidence with consumers through intelligent and thoughtful discourse. Older, well-established companies can equally benefit from conversation. It adds a human side to your business that could help to correct some of the negative images you may have earned throughout the years.

References

Greenberg, M. (2009, October 20). Content is king of social marketing. MultichannelMerchant.com.
       Retrieved November 12, 2012 from http://multichannelmerchant.com/social-media/1020-content-
       social-marketing/

Novak, C. (2010, July 27). Why conversation, not content, is king. SocialMediaToday.com. Retrieved
       November 12, 2012 from http://socialmediatoday.com/wordspring/152636/why-conversation-not-
       content-king

Ransom, D. (2011, April 29). "How Fast-Growing Companies Use Social-Media Marketing."
       Entrepreneur. Retrieved November 12, 2012 from http://www.entrepreneur.com/article/219554


(2010). "Why Conversation, not Content, is King." [IMAGE]. Retrieved November 12, 2012 from
       http://www.wordspring.ca/2010/07/why-conversation-not-content-is-king/