Your employees are the key to boosting your efforts in social media. They bring to the table a sense of authenticity that users tend to trust over the company itself while reaching a host of users that may typically be unavailable to the company.
In fact, while your company may have a network of followers that boasts quantity compared to your employees’ networks, this number may be a fallacy in that it may only reflect brand awareness - not engagement. By tapping into your employees, your social media strategy can see exponentially greater results in terms of lead generation, user action and brand passion.
- Authenticity. (Hopefully) your employees have a genuine passion for your company and your brand’s message. A successful employee advocacy strategy incorporates your brand goal with the authenticity of employee passion and most importantly, it needs to be simple! Don’t just task your employees with spreading your social message - support their needs and foster their love for your brand! Provide them with content to share on their social channels that not only appears genuine and from the standpoint of the employee, but also has value for their audience and your business. GaggleAMP can help you automate this process! Learn more here.
- Encourage Individuality. Your employees are individuals. As the human face to your company, users value them as people rather than a corporation. Encourage employees to take part in a role that suits their personality. When you provide content to your employees, be it through a social media amplification tool such as GaggleAMP, or manually, give them the ok to tweak the content of the post to make it work for them and their audience. As long as the employee follows the guidelines you have in place (see below), you will see more people engaging with your brand and it’s advocates in a positive way.
- Guidelines. Employees are a personal representation of your company. Set guidelines to protect yourself and your employees, and to help to promote brand advocacy. For example, IBM’s crowdsourced guidelines include items such as:
- Know the business conduct guidelines
- You are personally responsible for what you publish.
- Identify yourself by name and role.
- Disclaim if it’s your personal opinion.
- Respect copyrights.
- Don’t misuse the logo.
- Don’t disclose proprietary information.
- Don’t cite clients and partners without permission.
- Respect your audience.
- Be aware of your association with IBM.
- Respect others’ opinions.
- Add value.
The last thing you want is for an employee to be advocating your brand and make an innocent mistake that could cost them their job or you your reputation. Setting some guidelines helps to protect and foster all parties involved.
Support an environment that breeds advocacy success. Always analyze your results to see what’s working, what’s not, and what just needs a little extra help.