Kim Peterson Stone, CEO CommonSenseHealth.org
Even with all of the excitement and noise surrounding social media and it's effect on business building it has taken large companies a while to realize that their employees or team can be their greatest asset when it comes to branding, relationship building and inbound marketing.
It can be scary, at a very high-level, to think that anyone and everyone from your organization can give their viewpoint on how things are being run, but if you choose to spearhead and embrace the new ways of communicating versus ignoring or hoping it’s all a big fad, what could it mean for your organization?
Ryan Holmes, the CEO of Hootsuite, via Inc. Magazine recently wrote
“For companies looking to expand the reach and impact of social media without spending a dime, there's an increasingly powerful option... that's already on your payroll.
Employee advocacy--encouraging and incentivizing team members to share brand messages on their own social media accounts--is poised to be a game-changer in 2017.
Even at moderately-sized companies, you can tap into hundreds, if not thousands, of new followers. Messages fired out from personal accounts are more trusted and also circumvent some of those pesky algorithms mentioned above.
I saw this, for example, in a case study my company did on sports entertainment chain Topgolf. Topgolf enlisted 300 of its associates to start sharing updates and saw Likes increase by 220 percent during the initiative's launch last year.
There's a right and wrong way to do this. Advocacy can't be forced.
Employees need to want to share company posts, and the content has to align with their own audiences. There's little point in staff blasting out B2B pitches on their personal Facebook profiles, for example."
Ryan Holmes, also shared via Fast Company
“WHY AN ALL-STAFF SOCIAL STRATEGY MAKES SENSE
A little math hints at the potential. Suppose you’re a mid-sized company with a total of 5,000 followers altogether on Twitter, Facebook, Instagram, and LinkedIn. Now, let’s say you have 100 employees, each with (a relatively modest) 250 followers of their own, for a total of 25,000 unique followers.
By asking your employees to share messages, you can boost your audience (at least on paper) from 5,000 to 30,000–instantly.
It isn’t just a numbers game, of course. Word-of-mouth messages from friends and colleagues are widely seen as more relevant and trustworthy than social media blasts from corporate accounts.
As a result, content shared by employees, by one recent measure, gets eight times more engagement than content shared by brand channels, and is reshared 25 times more frequently.
Even more impressive, leads developed through employee social marketing convert seven times more frequently than other leads. When employees share messages, companies not only expand their social media reach, they also get measurably better results.”
If you haven’t given much thought to training your team on how to best communicate about your organization via social media ...maybe it’s time to.
Kim Peterson Stone is the Founder and CEO of CommonSenseHealth.org. Since 2009, CSH has been helping clients to establish an online presence via social media.
Kim has built a network of 160,000 + highly engaged subscribers and fans, for herself and hundreds of thousands more for clients.
She speaks on How to Build Quality Business Relationships and Acquire New Clients Through LinkedIn and Social Media.
To inquire about booking Kim to train your team or appear at your next conference or event, please click here.
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