Social Media ROI is still extremely hard to define. Spending thousands to millions of dollars on social media macro- or micro-influencers for likes and click-throughs may not always pay off. One way to boost your brand reputation is to turn inward. Take a look at the great people that you have working for your company. Employees are likely already sharing information about your company to family and friends online, so why not help them become strong brand advocates? They know your brand and customers better than anyone else, and their shares are seen as more authentic than corporate shares (Levinson, 2018).
According to Katie Levinson, Product Marketing at Credit Karma, here are four reasons to leverage owned influencers in your marketing strategy:
Need a few more reasons? Check out this recent study from eMarketer: Benefits of Using Social Employee Advocacy Programs* According to US Business Professionals.
Four ways employee social advocacy benefits your employees:
So where do you start? Try looking at people in the following positions – Marketing and Communications, Sales, HR, Product Development, and Research. Who is extremely passionate about the work they do? Are they active on social media? Do they attend internal events frequently? If a few people come to mind after asking yourself these questions, you may already have a couple of brand advocates you can work with.
Even if you are hesitant about employee involvement, here are a few ideas to help get them engaged and interested:
Employee social advocacy can’t be forced, but it has a strong impact when they feel compelled to share why the work they do matters. Two keys to launching successful owned influencer initiatives are developing proper employee training/guidelines and developing approved content libraries for employees to use. We highly recommend leveraging employee advocates to our clients and have helped them achieve success through the following tactics:
Levinson, Katie (2018, Mar. 13). What is Employee Advocacy and How Do Marketers Win With It? Retrieved from: https://business.linkedin.com/marketing-solutions/blog/linkedin-elevate/2017/what-is-employee-advocacy–what-is-it-for–why-does-it-matter-
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