What can you do about it to have them more engaged in your social media activities?
Do your employees want to share your corporate content on a social network? If so, what would they want to share? Also, why do they think that it is valuable to share this info in their social networks?
Every marketing team would want to have their tens, hundreds or thousands of non-C level employees to share the corporate posts and content on their personal social networks and build the brand. The question is how?
Not long ago, Trapit, a company that enables social network content sharing by employees, commissioned what it calls the first survey of rank and file employees about their thoughts on sharing company info on a social network. Takeaways from the study and what the results mean for companies looking to improve their staff advocacy on social suggest that employees see great value in sharing via a social network. Many companies must catch up to do to take benefit sentiment.
When study asked about the benefits their company would receive from social sharing, a three in four respondents perceive an advantage, while ten per cent see no value. Notably, 43% say it would increase brand consciousness, 21% believe it would aid brand credibility, while only 11% say it would boost sales. – Employees are supportive of social network and acting on a social network on behalf of their companies.
Another observation is that 55% of employees think it best to share 3rd party content in addition to their company’s content advertising. Moreover, 34% say that they are more than likely to share news articles about their company via a social network. This study suggests that employees are calling for help on the content front. They want the content from the creator, so that they can be active on social, and still help build their individual brand while promoting the company. Your employees do not want to spend their whole day farming for content on their very own. Corporate white papers and promotional materials are not enough. Your employees want an expansive mix of content.
So, what should a company do?
Your employees are not charmed in just being a corporate volunteer on their social network. They would like to be intriguing and engaging in their network and be reliable. These are the six things that you should do.
- Provide them with a good selection of content that includes ‘promotional’ corporate assets, as well as high value-assets like, industry news analysis, research, thought leadership
- Help them round out their personal profiles and their personas on social.
- Help them get some authentic engagement going versus just relaying more advertorial
- Additionally, content created for sharing, give them insights or a dashboard on their social sharing activities.
- Help them see some personal Return on investment for their efforts, just as you would for your business.
It is simple – Businesses must help measure the impact of social sharing – be it for your marketing team or your employee.
If employee-led social selling and employee engagement are not essential initiatives for the sales and marketing teams but the entire company including Human Resources and Senior Management teams.
This article first appeared on April 12, 2019 in a Times of India Blog titled How to make your employees double up as content marketing warriors?
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