April 17th, 2018

Social Marketing Strategy

The idea of employee advocacy isn’t a new one, and in fact, it’s something that many brands have been actively encouraging in the past few years. Employees sharing on social media can be a nerve-wracking thing at first, but most of that nervousness is unfounded when one considers how important employee advocacy is to a brand’s social media image. That being said, however, valuable employee contribution isn’t comprised of echoing the same message over and over or routinely pushing an agenda or sales pitch.  

When your social media active workforce parrots the same message or goes too heavy on the sales agenda, audiences will stop viewing them as real contributors, and instead, view them as no more than spam-bots pushing too hard.  

 

Avoiding The Spam-Bot Persona  

Employee advocacy in social media is important, so it’s worthwhile to adopt strategies to ensure it’s working for you instead of against you. A few tips that can help your employees to avoid becoming spam-bots are:  

  

Provide clear social media guidelines 

Before encouraging employee advocacy, or beginning an employee advocacy program, make sure to have guidelines in place and ensure that these guidelines are easy to find and reference. Providing these clear, simple, and accessible guidelines will ensure that employees feel comfortable engaging with social media while marketers feel comfortable with how these employees engage.  

  

Host training workshops 

Companies can’t expect all employees to be comfortable, or at the same comfort level, with social media straight away. Hosting internal workshops will help employees to build their confidence using social media while also providing clear examples of positive engagement. When and if employees choose to engage, they’ll be doing so in a way that has a foundation in true understanding.  

  

Quality content creation 

If the content your brand puts out on social media isn’t so great, the engagement isn’t going to be so great either. Creating and curating interesting and educational content is a sure way to encourage positive engagement, giving employees something to talk about when they interact with followers and your brand. Additionally, this rule should be followed for content sharing as well. Quality and meaningful shares should take precedence over sharing just to share in order to meet some type of frequency requirement.  

  

Allow for personality 

Forcing employees into a box will do little for meaningful engagement, and instead, brands should encourage and embrace employee personalities in order to avoid sounding robotic. While following simple guidelines, allowing employees to put their own style and personality into their shares, posts, and conversations makes your brand seem more human and trustworthy to audiences.  

  

Encourage different types of engagement 

Social media is filled with all different types of engagement. While posting on their own networks on your company’s behalf is a great way to engage, so is liking, re-sharing, and commenting. Getting involved in social conversations makes your employees, and thereby your brand, really stand out in an organic and human way.  

  

Sharing of third-party content 

Sharing only your own content can make employees seem robotic, and give them that spammy feeling of being less human and more like an extension of a brand. Sharing relevant and interesting third-party content can help start a conversation, and gives the impression of being a real industry leader.  

  

Social Media Employee Advocacy For Franchise Brands  

Franchise brands have not only corporate employees advocating for their brand, but franchisees as well. It’s these franchisees who will have their finger on the real pulse of your various locations, and their engagement is important for reaching these local audiences. Learning more about employee engagement for franchisees and franchise brands begins when you contact SeedLogix