How You Can Use Your Employees To Drive Your Marketing Efforts
Rules to Follow
Participation Must Be Voluntary
While some of you might be saying, “great! everyone is now required to share all our content on his or her personal social media accounts,” be warned. Advocacy can’t be forced.
Employees need to want to share company posts, and the content has to align with their own audiences or their followers will instantly identify it as spam.
Provide Them With The Correct Tools
It’s vital that every player understands what’s happening where and when. While everyone will be operating individually, it’s important that social media content continue to be organized. Pick what you want your employees to share and outline WHY. Everyone needs to understand the motivation for sharing or you run the risk of off-brand messaging. Choose one tool, put everyone on it, and communicate actively and honestly. Outline the message you want to share and allow the employee to customize their specific wording to avoid sounding too “corporate”.
Allow Everyone to Participate in Brainstorming
Employees outside of your marketing team most likely have new, fresh insight regarding your social media campaigns. Give them a place and time to tell you their ideas, as they most likely won’t share without being asked.
Every few weeks, schedule an open meeting where anyone can share their ideas and discuss them. It may also be beneficial to create a space online where people can drop suggestions between meetings.
While you may be the expert, your employees will most likely surprise you with new connections to your target demographic and insight into what’s hot in the online world right now. It’s usually a case of being too close to the forest to see the trees.
How do you make someone feel special enough to sing your praises? Give them individual attention. Try applauding exceptional employees on your company’s social media. Doing this will likely cause your engagement to increase, as your employees will like, comment, and reshare the updates that feature them.
Additionally, you should be publishing pictures and videos from company events (see below), lunch gatherings, and office routines. Tip: take the time to tag employees online so they (and all their connections) will be notified that they’re featured.
Monitor and Share Your Success
Make your employee’s efforts feel like their additional efforts are worthwhile by showing them the direct impact their corporation has on the company’s social media statistics. Include them in any celebration of success. Remember – they don’t have to help and they can stop at any time, so make sure they feel appreciated.
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