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Chapter11, ” Ethical Bribe: Relevant Content Matters,” is about content. It explains that every communication from an organization is a form of content and should be thought about strategically; and how strategic, relevant social media content can add value to the online conversation.

It may sound like an oxymoron, but it really isn’t. The ethical bribe is used by marketers to persuade consumers to take action or change opinions by sharing relevant content within social channels.  The persuasion can include the re-positioning of a product or brand, or it can help build (or protect) the reputation of a product, a brand, and, in some cases, a CEO. It can be the introduction of a new product, new uses for an old product, a new innovation, or a phase-out of an old product.

The chapter gives specific recommendations for companies on adding value to the conversation, becoming a trusted advisor, being authentic and believable, building trust, and listening. Relevant content can increase the reach of branded messages and increase the organic search results for certain terms.

Please read more posts about the all the ways content drives business value for organizations.