Thank you for a great semester!


Finally! Done!

It has been a wonderful semester learning about emerging technologies and how they relate to technical communication. Below is the abstract for my final paper. Sorry, it’s late to posting.

I enjoyed meeting you and seeing a lot of different ideas and perspectives. It’s been a while since attending classes in academia, so most of my communication with technical communicators have been with practitioners, which is a different conversation than college. Money is a motivating factor with practitioners.

Using Content Management and Social Media for a Unified Content Strategy

Anyone inside of an organization can create content. Many organizations struggle to develop a sustainable and flexible content strategy to meet the needs of all stakeholders. There are many content management and social media tools available to help manage content.

Throughout my research, I found a bunch of resources that were valuable for this paper from the peer-reviewed articles. One of the surprising items was reading Behles’ work in online collaborative writing tools (2013). She discovered some of the tools practitioners in TC use and that related well with Ferro & Zachry’s article we read for class. (To be quite honest, how I found Ferro & Zachry’s article was via research databases and it didn’t occur to me that I was rereading the same article we discussed in class until I put together my bibliography).

I wanted to find out what some of the aspects that my organization is handling content strategy and ways we are identifying it from the perspective I have. I know that I have worked at other parts of the organization, however content strategy is a wide-reaching topic that covers everything from content creation, content management systems, organizational culture, internal politics, and much more. To narrow this down, my paper investigates content strategy as a means to manage content within a workplace environment, current approaches to collaborative and social tools, and trends where technology and business culture can take us to.  I related this discussion to include experiences at my workplace and suggest ways to adopt certain aspects of content strategy.

To give you context about content strategy, I looked at Kristina Halvorson’s book, Content Strategy for the Web as a starting point. However, there are many others who have chimed in the matter, such as Ann Rockley and Charles Cooper, who wrote, Managing Enterprise Content: A Unified Content Strategy. However, we don’t necessarily have to look at these two books to set the tone and follow their guidance. There are many more resources to pull from and there is so much more that can be researched. Such as, how social media tools can be used for content strategy besides research gathering, feelings about people using a melding of social media tools within a business environment, and and what kinds of new technologies that haven’t been invented (or reinvented) that can be used.


This paper really kicked me. But I believe that using the blog and writing the annotated bibliography and speaking via Skype helped out. I wished I could have put my work’s project on hold for a bit longer, but as with any higher education institution, the rush time is usually at the end of the semester and especially so before we take off for winter break.

Lastly, I believe content strategy = future job security.

I’d suggest attending the LavaCon Content Strategy Conference, either in Dublin, IE or Portland, OR in 2017. You can see the perspective of technology tools, business process, and technical communication put into practice.


Behles, J. (2013). The use of online collaborative writing tools by technical communication practitioners and students. Technical Communication, 60(1), 28-44.

Ferro, T., & Zachry, M. (2014). Technical communication unbound: Knowledge work, social media, and emergent communicative practices. Technical Communication Quarterly, 23(1), 6-21.

Halvorson, K., & Rach, M. (2012). Content strategy for the web. Berkeley, CA: New Riders.

Rockley, A. & Cooper C. (2012). Managing enterprise content : A unified content strategy (2nd ed.). Berkeley, CA: New Riders.

About Roger Renteria

Professional Life: I am a technical communicator, writer, and presenter. Hobby Life: I'm a blues dancer, hiker, and foodie.

Posted on December 19, 2016, in Social Media. Bookmark the permalink. Leave a comment.

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