I have pulled this post out from the archives of my personal blog, I originally wrote it towards the end of 2009 (I think), I believe it still holds true:
“‘Content is king’, how many times have you heard that? Well when it comes to the web, in my experience, it is pretty much a universal truth. The worrying thing is how few businesses seem to realise this, and even if they claim to, how many of them act on it?
This follows on, in some respect, from my earlier post about “design for design’s sake“. There I mused about the appropriateness of design vs what the client/designer ‘thought was best’. The idea of having good, strong, useful and appropriate content follows on from that. Too many businesses seem to think that their web presence starts and ends with simply having a web site or twitter account or facebook page or blog. But this simply isn’t enough, in fact I’d go so far as to argue that having a presence on these platforms (or indeed any presence on the web) and then not using them is worse, and more damaging to your brand, that not having one at all.
People need to realise that having any one of the presences i’ve mentioned above (and all the others I haven’t) requires a commitment in time and thought. Simply registering a facebook fan page for your company, filling it with little or useless information, inviting all your friends to become a fan and then promptly never updating it displays a lack of understanding of the medium and has little or no positive outcome. Content is king, and never updating your content renders it useful to practically no-one.
I’ve encountered this a couple of times recently, with clients enthusiastically asking for bespoke blogging solutions and help with their facebook presence. I am all in favour of this, if done right. Whenever a client asks me about social media I provide them with a bit of a ‘how-to’ guide for each of the main channels/platforms, this outlines the type of content that would be appropriate (and some examples), how much time the particular platform requires (e.g. twitter=at least daily), how these platforms can be managed, examples of the types of interactions that can take place and an idea of the likely outcomes for their business.
All too often you see people painfully trying to shoehorn completely unsuitable content into an equally unsuitable platform. You need to, as mentioned in the post linked to above, consider your audience, consider what they want to find out and why they came to you via whatever platform you’re addressing them on. You must produce useful, regular, engaging content or quite simply – don’t bother”