Employees have personal networks that can aid in building brand affinity and generating new leads and customers. They can bring their distinct personality and voice to humanize your brand, helping to enhance how the public perceives and interfaces with the company.
To build a social media strategy where employees become true company advocates, you must first lay the groundwork for their success. Here some things to think about when building a employee advocacy program on social media:
- Align Goals: At a surprising number of companies, the marketing and sales departments don’t connect though all departments of a business are working toward the same overarching goals. So when it comes to social media, you must find a way to bring the different departments together and align goals for the employee advocacy program.
- Teach your employees how to make personal connections: Social media shouldn’t be any less of a personalized experience for your customers than face-to-face interactions are, and that’s why you need to teach your employees to mimic these customer service skills on social media. When customers turn to social media for service and engagement, they don’t want to hear a generic, impersonal message—they want to connect with a human being, and your employees must be ready to meet this customer expectation with the same positive, welcoming, responsive attitude they do in person.
- Cultivate thought leadership: Thought leadership involves developing subject-matter experts who write columns, articles, reviews, op-eds, blogs and other interactive, multimedia content that are compelling and deliver value to your customers. By building a foundation of diverse, expert voices, you’re giving your audience more of what it wants, which will build customer loyalty, attract new customers and ensure a higher level of audience engagement with your business.
- Use an automated platform to organize social media: This is where EveryoneSocial’s social media sharing platform comes into play. Successful social strategies need an automated platform to organize and align content and make it easy for your employees to engage. When you set up a framework for streamlining the process of consuming and sharing content, you’re not only making the employee advocacy process easier for your employees, but also streamlining the process for your business itself.
EveryoneSocial offers the leading social amplification platforms in the industry. Recently we analyzed social media data to understand how much of a difference employee advocacy can make for a business’s bottom line when structured around an automated social media platform. We found that a company with an employee base of 1,250 can create $1.2 million in earned media advertising value and as much as $1.9 million in additional sales.
Learn more about employee advocacy with our infographic here.