According to a 2014 study, as many as half of your employees may already be sharing brand content on their personal social media accounts. How can you harness this incredible resource to expand the reach of your content and earn more employee advocates?
Hootsuite, the social media manager tool, recently unveiled a new app called Amplify, designed to manage employee advocacy programs. Social media managers send content from the Hootsuite dashboard to the Amplify app. Employees then access the content via the app and share it on their personal accounts. Additionally, Amplify has a neat tool that projects your estimated potential reach, based on the number of participating employees.
You may be wondering: “If my employees are already sharing our brand content, what’s the point of making it a formal program?” The answer is, as always, metrics. The nice thing about Amplify, and other employee advocacy management tools, is that they allow you to measure increased engagement originating from your employee advocates. Depending on the success of the program, you could even begin to tailor content for it.
Ready to get started? Here are some tips to keep in mind:
- Employee participation must be voluntary: An employer should never issue directives demanding that employees use their personal social accounts for brand marketing.
- Treat your employees well: This may seem obvious, but happy employees are more likely to take pride in their company and want to share exciting company news or interesting brand-related content.
- Make it fun: Reward your employees with swag, gift certificates, or an ice cream truck at work for their social media outreach. Your employees may be so happy with their ice cream, they’ll take pictures and post them on Instagram!
- Make it easy: This is where Hootsuite’s Amplify and other employee advocacy management tools come into play. Approved content is prepared (tweets, FB posts, videos, images, etc.) and made easily accessible for your employees to share from their social media accounts.
Making your employees official brand advocates can create new engagement opportunities. For example, I may not feel comfortable messaging the company page about a new product or program, but if my high-school friend just posted about it on her page, I may be more likely to comment or inquire further. Who knows what untapped opportunities your employee advocacy program will provide?
Let us know about your employee advocacy program and what tools you use – if any – to manage it in the comments section below.