When content machines go berserk

Content takes time, and good content takes significant time, and sharing good content takes even more time.

Clients often ask me, “How can I automate my social media updates?” in an effort to save precious time. I’ve warned them that such time-saving measures can backfire.

For example, the Birmingham city council paid $8,900 in 2010 to have its own website, birminghamalcitycouncil.org, in addition to the one already available for city government.

Every new post or calendar item is automatically shared on the council’s new Facebook and Twitter channels, presumably set up by the website’s template builder, CivicPlus.

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Look at the valuable information shared on the council’s Facebook page …

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And on the council’s Twitter account @CC_Birmingham …

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It’s not that thousands of companies and organization do this (and worse) — it’s that I and other Birmingham residents paid for this poorly executed content monster with tax dollars.

I won’t bother with an extensive website critique, but in my esteemed opinion … it’s pretty sucky.

The simplest formula for communicating successfully online with an audience is …

1. Make and post great content.
2. Share it with your audiences in a deliberate and thoughtful fashion.
3. Repeat.

I hope I saved you $8,900 and the embarrassment of using a content machine gone berserk.

• Other CivicPlus sites for comparison
• When the Birmingham city council looked outside the area for help

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