Brian Solis and Clara Shih discuss social content marketing at LinkedIn's #SXSW Influencers Reception
One of the most engaging events of SXSW this year was the LinkedIn Influencer Reception, where Brian Solis, Principal at Altimeter Group, and Clara Shih, CEO of Hearsay Social, discussed the value of layering social graphs and relationships on top of content.
Shih and Solis were two of the earliest thought leaders in using social media for business; in fact, both spoke together on the very first Facebook for business panel at SXSW back in 2009 at the time when social media in the business world was still focused on blogs and wikis. As Shih discussed in this most recent fireside chat, however, “layering identity and relationships on top of content” with social networks helps bring order to the deluge of content now available on the Web.
“We bring order to the chaos and we bring trust to the chaos because we trust our friends, our families, and our colleagues,” said Shih.
The challenge that Clara discussed in this panel is that with social networks, many publishers have started to move away from substantive content and more towards the short-form content shared on LinkedIn, Facebook, and Twitter. The most successful influencers, according to Shih, are ones that build trust with their constituencies and use short-form sharing platforms to distribute more substantial pieces of content.
Watch the whole fireside chat below and see photos/tweets from the event: