One of the best ways to reach your online potential is doing social media amplification the right way.With social media ad spending on the rise, it only gets tougher to expand your social media reach through a paid approach. Besides, money doesn’t buy people’s long-term attention. If your messaging isn’t authentic and trustworthy, the money will only get their attention for a moment. Besides, if your competitors have a larger bankroll than you, they’ll get more of their attention. So how do you get ahead? What can you do to compete without spending more?
The answer is organic social media amplification.
Organic growth is the best kind of growth because it means you don’t have to pay for advertising to get people’s attention. They give you attention on their own. Maybe they saw a post shared by your brand account, employees, or customers about your company, products, or services. They’re interested in what you have to say without any paid promotion.
So how can you make the most out of your organic reach to achieve organic growth? How can you fuel this side of your social media approach? Again, the answer is social media amplification.
Boost Your Organic Reach
Organic social media amplification happens when a large group of people promotes your posts, brand messaging, and content. When done by employees and partners, they become spokespeople for your brand and even micro-influencers of your industry.
Employee advocacy and social media amplification is very easy and leads to great results such as:
- Increased Audience: The collective social audiences of your employees will typically exceed the organic audiences of your corporate social media accounts. This means that the larger your program, the bigger the potential benefits you can harvest.
- Increased Interactions: Even if your employees use messages that are similar to those of your corporate accounts, social media users engage at higher rates with people than they do with companies. By giving your company a more human face by promoting employee advocacy in social media, the impact of your social media amplification can be seen in both audience and interactions. Messages shared by employees reach more than 5x further than when shared by a brand account, according to the MSL Group.
- Increased Conversions and Customer Loyalty: Research shows that socially engaged organizations have higher rates of conversion and sales, but employee advocacy on social media takes this a step further. By providing content to your employees that you can share, you help them build their personal brands within the industry. As they connect with potential leads and clients, they build a personal relationship with these customers that is much stronger than if you were to reach out to them with your corporate social media account.
The Keys To Your Employee Advocacy Program
Implementing an employee advocacy program on social media requires a basic organizational framework to ensure everyone is on the same page. There are a number of different forms that this structure can take – after all, each organization is unique.
Once you have the framework of your social media amplification plan in place, there are three key aspects to making your program a success:
- Align Your Employees to Participate in Your Marketing Efforts. By bringing in more participants in your marketing efforts, you also dramatically increase the potential for message confusion. You need to align employees for marketing success by making sure everyone knows the goals (and anticipated outcomes) of your social media marketing efforts and understands the purposes of the messaging involved.
- Build and Nurture Your Network of Influencers. As your employees build their personal brands and interact with people online to amplify your message, they will connect with industry influencers and also can become influencers in their own right. Employee advocacy in social media both attracts influencers and creates new ones. Build that network of influencers when possible and nurture it carefully—it has the ability to drive and amplify social media results.
- Optimize Your Paid Social Strategy. While organic amplification is an excellent tool for your marketing efforts, it should complement a paid social strategy—not replace it. By optimizing your paid social strategy, you ensure that you are also targeting audiences not reached by organic efforts.
If you make certain that all three of these key elements are in keeping with the overall messages and goals of your organization, then you will have built yourself a strong foundation for success when it comes to your social media amplification strategy.