Why Email and Slack Can't Replace an Employee Advocacy Tool

Why Email and Slack Can't Replace an Employee Advocacy Tool

Any social media specialist would love to get their coworkers, both in and out of the marketing department, involved in their organization’s initiatives through employee advocacy.

The benefits are obvious. More people promoting your posts lead to a larger social media presence, higher traffic, increased clicks, new leads, and greater authentic messaging. So how do you get your coworkers involved? A lot of organizations try to use email, or messaging platforms such as Slack, but that just doesn’t work for a plethora of reasons.

Your coworkers are less likely to respond to your requests over Slack or email, so you won’t get the results you want. Instead, you need a tool to help you stay organized, that is less invasive, and is easy for both the marketer and the employees to use.

What’s Wrong With Email and Slack?

Email and Slack are both great ways to communicate, but they aren’t employee advocacy tools.

It’s easy for employees to ignore a message they get over email. Often times an employee is doing their job and working on something else when an email request from marketing comes through. In this situation, the email gets buried in their inbox.

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Slack doesn’t have this exact same problem, but it does have the issue of being intrusive and forced. When employees get a message from their marketing department on either Slack or email asking them to promote a post, they feel obligated to promote a message they might not want to share. It doesn’t feel completely voluntary, and the marketing team knows whether or not a specific person promoted a post or not. This feels forced.

It’s also a very manual and time-consuming process for both sides.

To start, the marketing team needs to put together links, captions and images they want employees to promote. Then they need to email or Slack these posts to a list of employees. This is something they have to do consistently and track the performance on their own without an automated tool.

When employees receive these posts, they have to stop focusing on their work, fire up their social media accounts, copy and paste the posts over, and share the posts. This requires multiple steps, and it interrupts an employee’s train of thought.

Lastly, when multiple employees respond to requests to promote posts over email or a Slack message, they tend to all do it at the same time. This looks robotic and inauthentic, which defeats the purpose of getting your employees involved in the first place.

With a dedicated employee advocacy tool like GaggleAMP, employees receive a notification through integrated software they’re already using such as Salesforce, the Chrome browser, among others. With one click, employees can respond to a request to promote a post and carry on with their work. It takes less than four seconds for someone to receive and respond to a notification, so it doesn’t interrupt their workflow.

GaggleAMP integrates with Slack as well. So if your employees do want to use Slack, they can respond to an activity without leaving the Slack window. Users receive a notification the same way they do a Slack message, and quickly respond with one click in the message window, then continue with what they were doing before.  

Slack - GaggleAMP 2019-01-03 10-16-25Furthermore, employee advocacy needs to be 100% voluntary. The employees need to opt in to be part of the program in the first place, and then they should be able to accept or deny each individual request without any feeling of obligation. GaggleAMP does exactly that without letting the marketing department know whether or not a specific employee shared a post or not. This keeps employees anonymous and more comfortable being part of the program.

If they want, employees can schedule to receive their notifications at certain times, and they can schedule when they take action on certain activities. The marketing department can tag different people in the company to receive certain activity requests, and schedule out when each group receives these requests. This saves time and keeps your employee population from looking like bots on social media.

Many Companies Have Tried and Failed With Email

SendGrid, a marketing firm in Denver used email for their employee advocacy program at first, but didn’t see great results, said Jesse Sumrak, Senior Communications Specialist at SendGrid.

“It definitely was not the best process,” Sumrak said in a case study. “It was really manual.”

When the firm adopted GaggleAMP, it turned their employee advocacy program around and saw its social media KPIs take off. Sumrak described employee advocacy as being part of the company’s culture now.

Carbon Black, a cybersecurity company in Waltham, MA. also saw poor results when its Public Relations department sent an email out to employees asking them to promote a news story about the company. Despite the email including example captions, a large majority of employees did not share the story, said Ryan Murphy, Director of Global Communications at Carbon Black.

“This just really wasn’t satisfactory to us,” Murphy said in a case study. “And as we were growing the company, we realized this process in general just wouldn’t scale.”

Today, Carbon Black uses GaggleAMP to boost the engagement of journalists after they share a post on social media about the company. This keeps reporters coming back to request more interviews for appropriate stories about security trends and the industry.

GaggleAMP Offers Training and Support

Using tools that aren’t specialized for employee advocacy also means you’re not receiving support and training you need from a dedicated vendor to be successful - and neither are your employees.

Organizations using Slack or email for employee advocacy don’t communicate to their employees what’s in it for them personally. These same organizations don’t have a way to strategize how to grow a program and get more employees involved.

Lastly, it’s tough for marketers to be successful without a tool dedicated to tracking engagement of posts. For example, if you email 20 employees a post to share, it’s difficult to track on your end how much engagement their social media posts received.

But if you have a tool dedicated to this, you’ll know how much the employees helped, what types of content resonate with your audience, and on which platforms did your posts receive the most engagement. You’ll even see what type of engagement the posts received, how many clicks your content got from your employee advocacy program, how many leads it brought in, and how much revenue your program garnered from conversions.

An employee advocacy tool like GaggleAMP has an incredible amount of advantages over an email or Slack-based strategy. It helps employees feel more comfortable helping out your marketing team, it saves your marketers time, and it’s proven to boost your KPIs.

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Ramin Edmond

Ramin Edmond

Ramin Edmond is the former Content Strategist for GaggleAMP. Outside of work, Ramin likes to run, hike, and take pictures of Boston's best views. You can get in touch with Ramin by connecting with him on LinkedIn.

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