2015 Digital Marketing Trend: Employee Advocacy via Social Media

Employee advocacy via social media is on the rise and is set to become one of the biggest assets for companies when marketing their brand online.

Let’s look at  key advantages of employee amplification for both brands and employees.

employee advocacy via social media

Employee advocacy via social media

Advantages for brands:

Improve your social media strategy: By syndicating content through employees’ social networks brands can raise awareness and reach the right audience.

Content is more authentic and more personalised: The value of employee advocacy is that employees add a personal, human voice. By adding their comments and expressing their views content is more authentic and more personalised.

Proactive and always on marketing: Approved content on employee advocacy platform can be shared round the clock via mobile app, web or email.

Communicate brand message more convincingly: Brands can be more convincing to their existing and potential customers if they engage their own employees. Each social media post by an employee can help further the goals of the publicity campaign. Fact: B2B buyers follow social discussions about suppliers they are considering.

Gaining insights on high performing content: You can automatically track how advocacy posts are moving through social media and being shared. This is essential to make the most of your employee advocacy programme offering not just a way to track the reach of all social media in real time, but also a way to streamline the process of sending and sharing corporate social media content.

Engage employees and improve their motivation and productivity: By analysing large amounts of shared data, you can learn about your employees and their content preferences and recommend the content that your employees  are sharing and be able to develop strategic content targeting.

Advantages for employees:

Develop a personal brand: When employees develop a personal brand, they learn how to speak in their own voice, and they learn how to write in a way that reflects their own values and tastes.

Become thought leader: Thought leadership involves developing subject-matter experts among your employees who write regularly about news and trends in your industry, and who develop an authoritative voice in the process.

Receive incentives for participation: Employees tend to be more motivated to participate when they’re promised a tangible reward, including praise, awards and prizes. You can strengthen your advocacy programme by using a leaderboard to let employees see how they stack up in their social media advocacy involvement – and to fuel a spirit of competition.

Employee amplification through social media gives brand an opportunity to be promoted by the people who are most interested in its promotion. Everytime an employee becomes a brand ambassador, your brand gains a trustworthy voice in the social media sphere.

It is a win-win for both brands and employees – do you agree?

Categories: Brand Management, Content Marketing, Social Media

Tags: , ,

4 replies

  1. Thanks for another great article. I agree with your thoughts on this.

    I think there’s considerable potential in my chosen industry (not-for-profit) to successfully tap into employee advocacy. I would say it could also become a prerequisite to getting the message out there. For example, pretty much every day we see someone with a lapel badge/pin promoting their favourite cause. But how noticeable – and therefore, effective – will these symbols (and the action of wearing them) be in the increasingly insular commuter space i.e. in a train, bus or tube full of people glued to their Ipads, smartphones etc? Employee advocacy via social media is therefore the route to grabbing that attention right there and then.

    Looking forward to future marketingkik posts.

    Raj Bhayani
    Head of Appeals and Digital, Greater London Fund for the Blind

    • Hi Raj
      Glad you liked our post and found that employee advocacy could be good for not-for-profit sector.
      Please do let us know how you got on should you initiate employee advocacy programme in your sector.
      Thanks for your comment and hope you tweet us at @MarketingKIK


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