Demonstrate the Benefits to Employees & the Company
Encourage employees to follow, like, and share the company’s social media sites and posts. The company’s brand presence will be more visible, in turn attracting the right partners, customers, and employees.
For Marketing Team: More leads, more brand awareness, more website visitors, lower customer acquisition costs.
For Sales Team: More conversations with decision-makers, more potential opportunities, increase in their sales pipeline.
For HR Team: Attract more employees, lower cost of hiring, faster time-to-hire.
For Leadership Team: Increase brand awareness, boost revenues, impact on the bottom line.
Have a clear-cut social media guideline with the goal to empower employees with the right knowledge. A few things to consider when creating a corporate social media guideline:
3.1Define the social media platforms the policy applies to
3.2Types of Customers: Identify the types of customers employees should NOT engage with online. Teach them how to recognize and avoid trolls and other negative comments that don’t warrant a response.
3.3Hashtags: Your employees should know the recommended hashtags that they can use when sharing content on social platforms.
3.4Brand Voice and Tone: Is there a corporate tone or language that they should follow?
3.5Who to contact for questions
3.6Legal and Confidentiality: Employees should know what information should not be shared outside the company.
3.7Consequences of company violation
3.8Disclosures: Employees should know whether they need to share any disclosures when sharing content from your company blog.
Make it straightforward and easy for your employees to find the right content to share. Also, provide constant reminders if you have new and share-worthy content that you want their help promoting.
Here are just a few ideas on helping your employees with easy access:
6.1Email: Most employees are active in their email inbox. Some companies use it to communicate with employees and to share important company news.
6.2Company Intranet: Larger companies have a dedicated intranet where they house all company information, employee handbooks, and even content.
6.3Blog Notifications or Newsletters: Some companies encourage their employees to sign up for their company blog newsletter. Any time a new article is published, they are notified.
6.4Employee Advocacy Platform: A platform provides a centralized hub that’s dedicated to providing relevant content for employees and making it easy-to-share. Also, all of the content is pre-approved so employees can safely share the right posts to social media.
You’re building a team of “brand advocates” that will positively impact the company’s social media presence.
According to Cison.com, McKinsey found that non-cash incentives such as recognition from immediate managers and leaders were beneficial as external rewards for employee advocacy.
However, you don’t want your employees to overshare. It kills their credibility with the audience that you want them to reach and to resonate with. A reasonable goal to set is to foster a small amount of advocacy relative to social media activities that reinforce the authenticity of the brand.
We’ve adopted the five by five communications term from the United States military. When communicating over two radios, a station may request a report on the quality and strength of their signal. Five by five means the signal has excellent strength and perfect clarity — the most understandable signal possible. Five by five is the predecessor to the term “Loud and Clear” or “Lima/Charlie” used by military units today.
To us, 5×5 is a process we’ve refined over the past 20 years to help us craft clear messages and determine how to best broadcast the message to ensure it reaches and resonates with the right audience—loud and clear.
.
More about our unique process
We’ve adopted the five by five communications term from the United States military. When communicating over two radios, a station may request a report on the quality and strength of their signal. Five by five means the signal has excellent strength and perfect clarity — the most understandable signal possible. Five by five is the predecessor to the term “Loud and Clear” or “Lima/Charlie” used by military units today.
To us, 5×5 is a process we’ve refined over the past 20 years to help us craft clear messages and determine how to best broadcast the message to ensure it reaches and resonates with the right audience—loud and clear.
