Getting Employees Involved in your Communication Plan

I just read an interesting article written by Search Engine Journal, about motivating employees to contribute content to a company’s web presence. How To Motivate Employees to Contribute Content
The premise:

“Lets face it, many people are not motivated unless they are compensated for their time. Which is understandable. If someone is going to take time out of their day or work on something at night or on the weekend, they should see some reward or gain from it.”

I agree that people need to be compensated, acknowledged, and inspired to help a company grow. I am not sure that I agree with paying per activity, unless that is part of their contract. I think a company should focus on hiring employees that want to be part of the vision, that they buy into the company’s mission and want to contribute to building something together. Bonuses, special acknowledgment, and perhaps some perks are wonderful incentives and should be used for more than just the web marketing strategy.

To execute a successful communication plan you need to create a strategy, bring in the right people to contribute, and then implement and monitor your progress. I think everyone can contribute in their own way, but the majority should be done by those that have an understanding of the plan, are trained, and can be held accountable for results.

What do you think?