7 Social Media Tips for Your Employees
Employees are the best advocates for your company. Encourage them to become active on networks like Twitter or LinkedIn so they can groom their professional brand, while helping your organization. According to the 2016 Edelman Trust Barometer, 52 percent of respondents believe employees are credible spokespeople.
Education is a big first step in most cases. Before getting into the weeds of strategy, provide a basic overview of each network. Information considered common knowledge for a social media manager could spark an epiphany for others. First, explain that social media is not a single solution. It’s a collection of networks your employees can use in different ways to reach their goals. It is essential for brand awareness, audience listening, engagement, and building trust with stakeholders. Employee advocates can help build your digital footprint and you can help position them as an industry leader.
Here are some quick and easy ways employees can enhance their profile. Include these in an internal email or presentation and start your advocacy campaign:
Make sure your face shows up in your profile image. Followers want to connect with a real person, so it helps to have a headshot.
Use your real name. For the same reason as the first point, people want to connect with someone relatable.
Add a background image, if possible. This is a good way to showcase something you do well. Think of this is part of your personal brand identity.
Post relevant, consistent content. Grow your following by positioning yourself as a leader on certain subjects. If you are in IT, post articles from Wired or TechCrunch. If you’re in social media or customer service, share blog content from Convince & Convert or Hootsuite.
Be professional. This should go without saying. Be smart about what you post and how you react to comments from others.
Know your settings. Review the security settings for each account you own. Always know who can see your posts and who can tag you.
Follow and connect with company accounts. Go ahead and follow, like, and connect with [insert company name] on social media. We post about industry news, current products, and future trends. Feel free to share any and all of our posts through your own account and mention us.
An employee advocacy program can start slow. It takes enthusiasm and persistence. Once it gains momentum, you will notice a huge difference in reach and engagement. This push doesn’t have to come from communications or the social media manager alone. Get human resources and key executives involved. Those groups may have the greatest impact in your organization and the strongest influence outside of it.
These seven steps are a simple foundation. After a basic education as to why it's important for employees to become active, you can get into the strategy and incentives. People want recognition for their efforts. Gift cards, company-wide shout-outs, and company swag are safe bets.
During an advocacy program, always present yourself as a resource. Some people may be shy or hesitant to ask questions. Don’t be afraid to approach them and offer guidance. Some may not participate at all, and that’s fine. Those who do participate will become great assets to your company and your social media efforts.