Social media is a key component of any global marketing program, however the content is often "lukewarm."
Energizing social media is about creating high value content that lends itself well to the immediacy of Twitter, for example. We see worldwide how social media is effective in "being first" with news and data that then follows on more traditional channels.
In this first example, we see how Genscape created a daily automatic Twitter post that delivered "Day-Ahead On-Peak Prices in Wholesale Electric" markets. This was data our end-users had to produce for themselves daily: it was free but cumbersome. Our approach was to automate it and provide it as a free service via daily Twitter posts. This became exceptionally "sticky" in building engagement with new prospects that, ultimately, purchased more product.
Other ways to enliven social media is to have your customers and prospects define the content they themselves read! Questions from webinars proved ideal to design as "customer defined content" to then launch over social channels.
Social media is all about your networks (and employees) sharing and re-Tweeting, so marketing teams need to create internal programs that make it easy for people to share across their own networks.