Social media is a new form of word of mouth marketing. Word of mouth marketing can be very powerful, so it makes sense to have your employees advocating on behalf of the company via social media. According to an article by Fast Company, leads through employee social networks convert seven times more often than any other leads. [clickToTweet tweet=”People trust people more than they do brands. This is why employee advocacy makes sense.” quote=”People trust people more than they do brands. This is why employee advocacy makes sense.” theme=”style6″]
Employee advocacy also allows you to improve your reach. By asking your employees to share your messages, you can instantly boost your audience by leveraging their networks. Employee advocacy happens when employees share content on social media channels, including LinkedIn, Facebook, Twitter, Instagram, etc;.
Before you dive in, here are a few things to consider:
Set up company guidelines for what your team should and shouldn’t share on social media. Provide a brief training and best practices for sharing messages online.
Define Your Goals
What are you trying to accomplish? Is it brand awareness? Are you trying to direct traffic to your website? You can’t manage what you can’t measure. Set goals and identify the key performance indicators (KPIs) that will show when or if you’ve reached your goals. Determine what the value of your followers and likes really means and find ways to measure those results.
Offer incentives to encourage employees to take the time to promote your company on social media. In turn, ensure those active employees are sharing messaging that is in alignment with your marketing goals. Offer incentives for sales leads that come through employee social media accounts.
Make Workplace Culture A Priority
Strong workplace cultures attract and keep talented people, and directly improve the bottom line. People will want to advocate for the company if they feel good about being there, and believe in the product or service. Workplace culture directly effects performance. It is improved and cultivated by strong relationships.
In addition, [clickToTweet tweet=”Establish a company culture that is social media friendly to increase your audience and reach.” quote=”Establish a company culture that is social media friendly” theme=”style4″] Don’t be afraid to share suggested messages from your marketing or social media teams, inspiring employees to create their own with their own voice and style.
Employee advocacy can be a little scary letting employees post on their own on social media accounts. However, authenticity is very effective, so you want it to truly be genuine to be effective. As long as employees have an understanding of guidelines and policy, employees should know how to represent appropriately, but monitoring will be important to make sure employees aren’t posting anything inappropriate and inflammatory. Track progress to gauge which employee posts are most successful at accomplishing goals and recognize those employees who do it well.
Social media marketing takes time, effort and strategy to see results. With patience and analyzing your efforts, you are on your way to reaching your goals.