By: Jenn Vitello
Looking to give your social media posts a lift? Employees can be one of your greatest assets. Our tips will help you get started.
Congratulations! Your B2B social media program is firing on all cylinders. You’ve done your due diligence— homed in on your personas, set goals and objectives, audited the landscape, set your KPIs and created a sound strategy. Your editorial calendar is populated a month in advance. You even have a hashtag strategy! And, just for fun, let’s throw in a content marketing plan, too.
See? Social media isn’t that daunting. You’re in the groove now. Your profiles are all up to date. You’re a pro at using HootSuite. And you’re monitoring your accounts daily. Even your paid social efforts align nicely with your campaigns and your calendar. But for some reason, you’re still not seeing an increase in followers or engagement for that matter.
Or, let’s paint a brighter picture. You are seeing a steady increase in followers and interactions. You’re reviewing the analytics and optimizing monthly. Yet, your trajectory of hitting your goals for the year is still down. Now you’re stumped. You may be thinking, “What more can I do to turn a corner?
Employees are an added bonus to help amplify your social media efforts. Here’s a short scenario: LinkedIn is such an important platform for B2B companies. If you’ve got sales managers working for you, then LinkedIn is most likely a useful resource for them. However, their connections may not be following your actual company page. A simple click or tap of the “share” button on a post increases that post’s reach. Now imagine if all (or even a select handful) of your employees on LinkedIn shared your posts. That’s a lot of reach for one simple click or tap!
Before you roll out such an initiative, you’ll want to take a look at your social media policy. And if you don’t have one, now’s the perfect time to create one. You want your employees to feel empowered to share company posts and participate on social media. As long as they know the parameters with which to interact, the more comfortable they’ll feel. Setting an even better example would be getting your CEO on board — writing their own posts and sharing company posts as well.
Here are some guidelines to consider including in your social media policy:
Remind your employees that they’re ambassadors of your company and should conduct themselves according to the standards you put forth.
Not everyone will be comfortable using social media. Some people may not have profiles or, if they do, maybe they’re not very active. In addition to your social media policy, you should also create an accompanying set of guidelines that instructs employees on how to update their profiles and how to use them on behalf of the company, including things like conveying appropriate tone, being respectful, not sharing proprietary information, etc. Create “how-to” guides (and/or videos) that make it easy for employees to engage on social media.
Ideas for Employee Advocacy Training Videos and Guides
If you don’t want to do a company-wide rollout, start with a pilot group of employee advocates who you’ve identified as “social media power users.” You may want to consider providing incentives to encourage participation.
Quick Wins to Get Employees Started
Employees can be your biggest and greatest assets on social media. If they’re liking, sharing and engaging with your content, they’re broadening reach while strengthening your brand. So, encourage your employees to participate in ways that align with your company.
Source: Fast Company
Join a few hundred other B2B marketers. Sign up to get the latest in industry thought leadership, trends and insights.