If you’ve heard mRELEVANCE managing partners Mitch Levinson and Carol Morgan speak on how to engage customers using social media, you’ve likely heard their philosophy on creating your own audience. The first step in this process is to get one essential group of followers on board before you try to conquer the group you ultimately want to engage – your prospects. Mitch and Carol refer to this group as your “low hanging fruit” – it will likely be the easiest group of followers to attract and engage with. Who is this group? Your employees! Your staff’s support and influence is critical in building a solid foundation for your social media program.
It’s not just about social media though; the same principle applies in all facets of your brand advocacy and your marketing strategy. Use the power of your employees to start spreading your brand’s message; in other words, turn them into brand ambassadors.
Edelman’s 2013 Trust Barometer showed that 41 percent of people believe that a company’s employees rank higher in public trust than a firm’s PR department, CEO or founder. It makes sense to put your employees on the front line of your marketing and use your employees’ commitment to company success to boost your marketing efforts. Your employees trust you, they share your messages with their social network (which already trusts them), so your messages can authentically reach new audiences.
“An Introduction to Employee Advocacy,” recently published by Dynamic Signal, provides some guidance on empowering your employees to be brand advocates. Here are just a few of their tips:
• Have a social media policy to ensure that your messages are being share appropriately.
• Make it easy for your employees to share your messages. Explicitly tell them what to share and why. Start with something simple like a press release.
• Reward your employees by providing them with incentives for sharing your messages. Decide what types of rewards work best for your employees by considering what motivates them.
The report goes deeper into the reasons for supporting your employees as brand ambassadors, how to manage employee compliance and then how to measure return on investment from employee advocacy programs.
Are your employees behind your social media and marketing initiatives? Are they liking, commenting on, following, tweeting and repining your content? They should be! mRELEVANCE can help you get started by giving your team step-by-step instructions for social media sharing (if your employees need it). Let us know if your company is ready to use your employees to build brand! Just contact us here.