Social media is in and of itself a technology-driven activity, born and cultivated in a world that craves constant, real-time connectivity. Within social media, though, businesses have opportunities to make specific customizations and integrate basic social platforms to other technologies to achieve specific objectives.
Employee advocacy, which refers to the practice using employees to advocate for their employer on social media, is a prime example of how technology can be leveraged for the direct benefit of the business. Indeed, through the effective use of technology, advocacy initiatives can become seamless, user-friendly experiences and meet their intended goals, both for individual employees and for a business’s bottom line. Let’s explore the key ways your business can use technology to power advocacy initiatives on social media:
- Track and recognize your top-performing employee advocates: Some employees perform better as social media advocates than others, so the goal of your business should be to show how much you value their efforts by recognizing top performers. Social media analytics technologies allow you to track the impact of social media advocacy in a number of ways, including by quantifying how many social media users are being referred to the company website via unique, customized referral links.
- Use a leaderboard to promote healthy competition: Leaderboards provide real-time snapshots of how employees are performing relative to one another. When applied to employee advocacy initiatives, this highly customizable technology can promote healthy competition among peers and ensure better advocacy outcomes.
- Encourage employees to share company content using personal devices: Virtually every employee shows up to work with a personal smartphone (and possibly a personal tablet). Rather than ban employees from using all of their personal devices at their fingertips, it might make more sense to integrate them into employee advocacy initiatives. Not only will employees be unlikely to abuse a privilege that is granted to them with such high expectations attached, but employees also will feel more connected to their personal social networks while at work – and this could make them more willing to advocate for their employer on their social media.
- Share social media best practices with peers: Employees who learn something new, especially when they become successful, are likely to want to share that knowledge with peers. Technology presents myriad opportunities to connect employees to one another for sharing information about social media advocacy techniques, new software and processes, and other best practices for succeeding on corporate social media. For example, your business could set up blogs, message boards, and/or members-only groups on social media – whatever resonates with and will be a good fit for your employees to share knowledge and information. You also can enhance the discussion by posting web videos and other interactive content. Ideally, this content should be created and produced by successful social media advocates from within your company’s ranks.
- Use an automated social media sharing platform: Employee advocacy platforms provide a fully integrated way to post, track and manage corporate social media content. Because a large number of employees have access to the platform, it optimizes the sense of inclusion they feel in the initiative. And the powerful technology behind social media platforms helps employees to build long-term, highly productive relationships with one another, to share knowledge and best practices, and to collaborate in synergistic, unprecedented ways. EveryoneSocial, offers the leading social media sharing platforms in the industry. It provides an easy-to-use interface that can store and manage all social media content and even track its movement through social networks in real time.
The goal of leveraging any technology to power advocacy initiatives is to promote more engagement and better outcomes. You can rest assured you’ve set up your business for long-term advocacy success if you’re able to harness social media technologies to track employee performance, to promote a higher level of employee connectedness to personal social networks while at work, to share best practices among peers, and to automate and streamline content sharing.