Expanding Your Social Marketing Team
Word-of-mouth marketing doesn’t have to come just from your customers. It can also come from within your own company. “Employee social advocacy” is the official term that means “getting your team to say good things about your company on Social Media.”
You know from your own experience as a consumer that when someone enjoys their work (and appreciates their company), that’s the foundation for a good image. “I’m glad I work for a great company” is a strong message itself. Plus, customers tend to trust the words of an employee about services and products more than a company’s marketing pieces.
Employees add a personal touch to your marketing through their posts. And when you combine the Social Media followers of numerous employees, you’re significantly expanding your company’s Social Media reach.
To expand your Social Media presence with the help of your employees, start with these guidelines:
Make it voluntary. Nothing says “inauthentic” quite like “my company is making me post this.” But do educate your team on why marketing is important to the company’s bottom line and how they can help keep the company strong by spreading its message.
Create guidelines for sharing. Be clear on what isn’t allowed when promoting company content (profanity, politics, offensive humor or badmouthing competitors, for example).
Create content they can share – such as educational posts, videos, sales copy – that establishes your company expertise. Also encourage them to introduce the content in their own voice.