Tip Sheet! Turn Employees Into Social Superstars
Believe it or not, we trust our friends with how we spend our money.
Four in five consumers said they trusted friends and family more than ads and other pieces of branded content and have made a purchased based on a word-of-mouth recommendation.
What does this mean for your brand? If you can influence the conversation, your bottom line will benefit. Sounds simple, but where do you start?
Our “Activate Employees on Social Media” tip sheet provides 10 best practices for mobilizing your internal ambassadors to control a bigger share of the conversation.
Here’s a snippet of what you will find inside the tip sheet:
1. Define your culture.
Do your employees come to work or come to accomplish a mission? Communicating the “why” behind your business creates passionate workers who do more than punch their timecards.
Combining the “why” with genuine appreciation for their hard work and a few perks will turn employees into proud brand ambassadors who tell friends, family and strangers all about your brand.
2. Develop detailed customer personas.
No matter what your business does, your employees are on social. So are your customers. But do the two inhabit the same networks?
Use social intelligence tools, Google Analytics and other CRM tools to understand where your customers hang out and ask questions when they’re in the market for your products and services. Encourage employees to adopt those platforms and engage with your prospects.
3. Identify socially-engaged employees.
Just because your employees have a profile on a certain social network doesn’t mean that they actively use it. Define your employees by engagement level, and create programs for those who are most engaged. These programs will encourage their sharing and provide strategies to make what they share more effective.
4. Equip employees with content and resources.
Empower your employees on social by providing them the content and resources they need to gather a following and become a respected resource. This also reduces the amount of time they need to invest on social.
As you provide the resources, ensure you let them in on your strategy. This will help them have an even bigger impact on your brand’s advocacy, says Jennifer King, brand journalist and content strategist at Kuno Creative.
5. Let employees speak freely.
You work hard to craft the perfect brand message, but in empowering employees you can’t control what they say with an iron fist. Allow employees to speak freely. It will improve their credibility and increase their trustworthiness. This will, in turn, amplify your brand’s message.
Reward your employees’ creativity when they enhance or edit the content you produce to tell your story through a different lens. Their perspective will resonate with your target audience because it’s more likely to be genuine.
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