Friday, July 26th, 2013 | 3 min read
The Social Business Council recently ran a survey on social media tools and how companies are using them to achieve business objectives. The Council, composed of individuals working on Social Business initiatives in large companies around the world, is a fascinating source of adoption data from the cutting edge of the Social Business landscape. The survey exposed some counter intuitive data surrounding the use of social tools:
If everyone agrees that employees are a critical resource for their business programs, why are they struggling so mightily to activate them?
Employees are becoming an increasingly important source of trusted advocacy for enterprises. Think about it – employees are trusted experts about your company with decades of experience in your industry. Plus if your company prospers they will also, so it’s to their benefit to support your brand. The result is that if employees retweet or share content published by their marketing department, they could save their company thousands, or hundreds of thousands of dollars in advertising costs.
But interestingly, there are serious inconsistencies in the data surrounding employee advocacy at large organizations. Here is what we found:
The bottom line is that employees are not amplifying company messaging, despite the fact that social marketers believe they are motivated to do so.
Create Shareable Content – A little exploration will reveal what your employees are likely to share. Do they use their social channels for business or personal reasons? Create content that will bring value to the social ecosystem your employees live in.
Make It Easy – In digital, friction is death. Forget about emailing your employees to remind them to retweet your content. There are social media tools that solve this problem.
At Dachis Group, we have a portal to log into where we see content we might want to share. We click on what we find interesting and it’s shared instantly via the channels we preselect. It’s also gamified so that people are ranked according to how much earned media they produce for the company.
If you are not leveraging your workforce to amplify your brand’s social initiatives, you are missing out on an incredible opportunity. Focus on content strategy and finding the right social media tool to facilitate employee activation.