Can You Ignore Social Employee Advocacy for Your Company?


In a world rife with scams and exaggerated claims, trust is that the new currency of business. documented established global brands are trusted for years and can still earn the TRUST of consumers as long as they maintain high product standards and ethical business practices.

But how about lesser known organisations who have excellent products and place a high priority on business ethics but do not have the advertising budget to match these industry giants? albeit they did, how believable would the advertising message be during a world where customers are increasingly wary of advertising claims?

Over the years I even have found that if there's one sort of advertising that hasn't changed, it's word-of-mouth advertising. it's widely accepted that folks believe others they like and TRUST. that's why even today, aside from reading online reviews on products and services, a recommendation from a lover , relative or peer is what provides the reassurance for an opportunity to spare their mastercard details.

Here's what else I find is vital . Your brand advocates aren't seen as uniformed staff or suit and tie wearing executives. However when these exact same individuals tell the planet about the car they bought or share their delight on social platforms about the amazing features of a new-model mobile they bought, their followers demonstrate their trust by reading every word or watching a video in its entirety. They're trusted due to the private relation established... whether or not they are a lover , neighbour, casual acquaintance, supplier or customer.

I'm sure you'll agree that your employees are your biggest assets and beneath the mask of ritual they placed on at work, they're ordinary people. These are your advocates and have the social connections to share the worth proposition of your brand with their personal network, expanding the reach of your brand far beyond what's otherwise possible.

This is why social employee advocacy is so powerful.

To simplify what social employee advocacy means to business so it is easy to know , as always, I've used an acronym which can assist you appreciate the facility of employee advocacy through social channels.

Awareness: What wont to take an outsized chunk out of the marketing allow limited exposure through press ads and other traditional sorts of advertising, can now be through with the press of a button. Blogs, LinkedIn posts, Facebook pages and Tweets about product launches and reviews attract serious viewership and extend the reach significantly quite traditional media could at a fraction of the value .

Many of my clients who were adverse to social channels now see the potential and became rabid fans. Not only have they been ready to generate leads and enquiries but it's helped them significantly reduce their promotional budget just through this one chickenfeed in approach.

Drive: Your average employee has over 250 followers on social platforms and spends over 7 hours every week on Facebook. If your company features a social employee advocacy restrictive policy on using social media i might suggest a rethink, as you're missing out on the chance to drive the expansion of your business. in fact i do not recommend that you simply turn a blind eye to employees who waste time on social media. Instead train them to master social brand sharing to get exposure for your products or services.

Visibility: Providing the proper social selling training and inspiring your employees to market your brand through their social media channels will give your brand the visibility it must reach critical mass. Sustained activity will entrench your brand within the minds of your prospects, who are going to be favourably inclined towards your brand when it is time for them to shop for a product in your category.

Opportunity: a bit like using the other marketing channel to form the simplest use of this chance , I strongly recommend that you simply document clear employee advocacy guidelines on how content is shared by your employees on their social networks.

For instance employees are often encouraged to tweet or share an ingenious post to attenuate risk. The downside is that this is often less engaging as it's likely to possess a proper tone of voice. On the opposite hand, employees sharing content with their own comments provides greater aiming to their network and features a greater chance of being shared and liked. The larger your organisation the greater are going to be the necessity to formulate detailed employee advocacy guidelines.

Communication Channels: the exceptional rise of social media has created its own challenges. With numerous channels to settle on from, which of them are right for your business? What works for one organisation might not necessarily work for an additional . i might recommend keeping to the foremost recognized social media channels - LinkedIn, Facebook, Twitter and YouTube as a start. Your product, service and audience play a crucial role in choosing your communication channels.

As a general rule i might suggest using LinkedIn if you specialise in the Business-to-Business market and Facebook if you market consumer products.

Active Monitoring: While there are many positives to employee advocacy, there's always the likelihood an adverse remark or comment could spread like wildfire and trigger a backlash for your organisation. this is often why i'm a firm advocate of actively monitoring employee advocacy.

Look for unusual activity like a sudden spurt within the number of shares. As they assert bad news sells and it is best to nip any potential damage to the brand before it escalates.

Active monitoring of employee advocacy also will help identify employees who are your best advocates. i might suggest introducing Initiatives like 'Social Employee Advocate for the Month' are often introduced to reward the simplest performer. Providing incentives like gift vouchers or awards can go an extended thanks to generating enthusiasm for your employees.

Create Competition: Ultimately the success of your social advocacy initiatives will depend on the willingness of your employees to participate. Remember, their idea of hanging out on a platform social isn't to inform their friends about what is going on on within the organisation they work for. So how does one get your employees to actively participate when many of them are already stretching themselves to satisfy deadlines?

While it's up to you to work out what would best fit your organisation counting on the culture, holding contests where the foremost active employees who tick the box on prearranged criteria for sharing social selling posts get rewarded may be a good way to kick-off your social employee advocacy program. Rewards can range from movie tickets and restaurant vouchers to a paid holiday on the workers birthday or the other ideas you'll consider .

Your Options: Designing a social media advocacy policy are often daunting for many organisations. As a social media trainer and consultant, i used to be fortunate to know the complexity, cost and resources involved in implementing such an initiative.

Large organisations with I.T. resources are ready to invest in developing software programs to style their own employee advocacy programs.

It's a documented incontrovertible fact that people generally see through the beautiful picture painted by CEOs of a corporation and put tons more faith in reading online reviews, Facebook posts and Tweets. The collective social media network of your employees is large and leveraging it to your advantage through an employee advocacy program can assist you grow your business faster than ever.

Fortunately for organisations there are software solutions emerging to streamline the task. together of Australia's leading providers of social media consulting services, we've carefully analysed the various software available and excited to partner with Smarpshare, as their licensed distributor for the Asia Pacific region. A mature leader during this area, Smarpshare is straightforward to use, practical and a reasonable integrated solution that creates implementing an employee advocacy program a breeze. be happy to contact us for further information.

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