It is so very easy to fall in the trap of using your online channels as conveyor belts for your content.
The distinction between community management and content syndication seems obvious, I know, but in my experience it is a case of it becoming habit: Content. Check. Publish. Check. Share. Check. Smile and wave. Check.
Still, not to dispel the value of content syndication, it has an extremely vital role to play in the broader community management process. Case in point it is the very first pillar of The Heavy Chef Project’s Community Management Grid (pictured below):
There is value in creating channels dedicated to content syndication though.
Take for instance The Wall Street Journal’s Breaking News Twitter profile (@wsjbreakingnews). It’s sole purpose to feed through breaking news headlines from around the world. No “engagement”. No “listening”. A straight-forward news feed. It’s fine. It works, because the 20,338 people following @wsjbreakingnews know what they are in for. It has clarity in it’s purpose.
Indeed, it is only one cog in the WSJ’s broader online community.
To what extent are you spreading your content? Is it perhaps over-shadowing your community management activities? Or is it adding value in the purpose it should have?