Social business: Create a content activation culture

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John Bell, at the Digital Influence Mapping Project, wraps up our discussion this issue on social content with a blog post about how brands can create more spontaneous content designed to be useful and/or entertaining. These qualities cause people to spend time and interact (i.e., engage) or spread that content across their social graph (i.e., advocate), he says. But Bell also notes that brands must distribute that relevant content across an ever-changing ecosystem of platforms that are owned, co-owned (e.g., Facebook), earned (e.g., bloggers, media) and paid (e.g., all types of ads from advertorials to print ads to online display).

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