I’ve listed two ways below that our brand, Intel, is tackling this content and social publishing challenge.
First, we built a new social publishing platform called “iQ” that we use to feed the graph and better integrate our owned and paid media strategies. The iQ by Intel platform leverages the social actions of our global employees to curate content that is grabbing Intel’s collective attention.
In addition to original content, we source and surface content from these social actions (FB Likes, RTs, +1’s) combined with an intelligent algorithm that filters content based on social data points like recency, bit’ly clicks, shares and defiance from the norm, etc.
iQ is a blend of content flowing from the social actions of employees (referred to as “Flow” content) and original content developed by the brand (or our partners like The Creators Project and contributors, that we refer to as “Stock” content)...iQ blends original Stock & Flow content to produce a very timely branded storytelling platform to feed the social web and our own social properties on Facebook and Twitter.
Secondly, social publishing is a challenge for brands and businesses. They have not historically been structured for publishing.At Intel, we are implementing a 3-tiered approach to content production (see “Social Content Tiers” diagram below).