Four Easy Ways to Harness Employee Influence on Facebook
Social media has never been more competitive, with millions of brands competing for engagement. It’s no longer enough to post a few times here and there.
How can social media make your efforts stand out? How can you increase brand awareness and drive more people to your pages?
Adopting a social media advocacy program for employees is one way.
Employers can be included in social media marketing efforts by participating in an employee advocacy program. This can lead to positive results for your business.
This article will discuss employee advocacy and its importance. We will also discuss ways to get your employees involved with your social media marketing.
What is Employee Advocacy, and Why is it Important?
While companies spend a lot of time and money on content creation to raise brand awareness, they often neglect their most loyal supporters — their employees.
- Employee advocacy refers to employees promoting the company they work for. This could include employees sharing information about company events or product releases on their social media pages.
- These activities can give your brand more credibility and authenticity. The 2019 Edelman Trust Barometer found that 53% of consumers consider employees to be a reliable source of information about a company, a higher percentage than the CEO.
- Your employees may already be active on social media platforms such as Facebook and Twitter. A company advocacy program can be a great asset.
- Employees can share information about their company to enable others to see and learn more about it.
- Increase revenue: 64% of participants in the same study credited employee advocacy programs for attracting new customers. 85.6% said their participation in advocacy programs had had a positive effect on their career.
- A company’s employee advocacy program can be a huge asset. It’s not easy to get your employees involved and still maintain a cohesive brand message.
- Here are some ways to turn employees into advocates for your company and leverage their influence on social networks.
1. Invest in your Content Marketing
- Content marketing and social media go hand-in-hand when building a brand. A blog can position your company and drive organic traffic, while social networks such as Facebook and Twitter promote your content.
- Employees will not share poorly written or mediocre content. You must ensure that your content is valuable and quality to engage your employees on social media.
- You can invest more in content marketing to make resources your employees will want to share on social media. Tutorials, ebooks, and videos are some examples. Next, post them to your Instagram, Facebook, or Twitter account and encourage your employees.
- You can notify your employees via the Admin View if LinkedIn is used primarily for B2B marketing.
- Notifying employees about new posts via LinkedIn’s admin ViewEmployees can like, comment, or share the post with their network.
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2. Highlight Your Employees
One of the best ways to get your employees involved in social media marketing is by featuring them in an employee spotlight. These posts usually feature a photo of the employee and a brief description of who they are and their contributions to the company.
Here’s a Home Depot employee featured on its Facebook page.
Home Depot featured an employee on its Facebook Page. Home Depot also shared a post on the corporate website about this employee. This allows the company to show appreciation for its employees and highlights its military spouse transfer program.
Is there a time when an employee has gone above and beyond in helping a customer? Is an employee a significant milestone in the company?
These are great stories to feature on your social media pages. Before you publish the post, get permission from the employee you wish to feature.
3. Make a brandable hashtag
You can also get your employees to participate in your social media efforts by creating branded hashtags they can use. You can use a social media monitoring tool to track these hashtags across various networks and share them with your company’s social media accounts.
Instagram photo with #FitAssCompany hashtag
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Branded hashtags can increase brand awareness and help you recruit top talent. 84% of job-seekers look online at reviews before deciding which companies they want to work for.
Branded hashtags will be a standard feature for applicants searching for jobs at your company. Shared experiences can influence applicants’ decision to apply for job openings or accept offers.
An Instagram post about Life at Google. These posts can help you attract qualified candidates. They give potential employees a glimpse into what it would be like to work for your company.
4. Host a Social Media Takeover
Social media takeovers are when someone is granted full access to all social media accounts of the company for a limited time. Although it sounds scary, a social-media takeover can increase your reach and attract new followers to your page.
Sony Alpha invites photographers to join its Instagram account regularly and share photos taken with a Sony Alpha camera.
Example of an Instagram Takeover Your employees can also have the opportunity to take control of your company’s social media accounts. They can post their experiences and interact directly with their followers.
Before allowing someone to take over your account, specify the duration of the takeover and set some ground rules (e.g., no vulgar language, sharing certain information, etc. ).
Takeovers are becoming more common. However, it is a good idea for your followers to be aware. An announcement about the takeover should be made at least one day in advance. Promote the takeover on other social media accounts to create buzz and inform your followers.
Tips for Creating an Employee Advocacy program
Engaging your employees in social media can increase brand awareness, reach more people, and drive sales.
If you’re unfamiliar with the process, it can be overwhelming to set up a program. These tips will help you launch and create an employee advocacy program.
- Set goals and key performance indicators (KPIs) to get your employee advocacy program moving in the right direction. Examples include increasing job views, driving sales, and generating new followers.
- A social media policy should be established that clearly outlines the rights and responsibilities of employees. The policy should also outline how employees should behave online.
- Make an incentive program. Not all employees will be open to sharing company information on their social media profiles. Incentives programs are one way to encourage participation.
- You can also recognize employees and award monetary prizes to people who generate the most views or share the most posts.
Training is essential
Some employees might not use social media as often as they should. Exercise is necessary to ensure employees are comfortable using the features of their chosen platform.
Training should include information about how employees can improve their profiles.
Use the goals you have set and compare them to how your employee advocacy program performs. Tracking engagement rates for shared content and other metrics, such as traffic and leads, is a good idea. This will allow you to measure the effectiveness and efficiency of your employee advocacy program.