Employee advocacy on social media refers to your employees using their natural contacts and communication channels to spread the word about your brand and new deals. If you don't already have a plan to tap into employee marketing, here are several reasons why it works!
Connections are In Place: Your employees already have both social and business connections, including multiple contacts that can be used for brand building. It's hard to overestimate the important of these employee connections, because they work: Reports show that when an employee develops a lead, that lead is seven times more likely to close. Wow! – But we have more! Content shared by employees at a brand receives eight times more engagement than content on other brand channels. Still not enough? Around 52% of consumers trust an employee more than they trust a CEO. In other words, these connections are powerful.
It's Free and Time-Saving: Employee advocacy takes very little time or resources to generate. You already have all your employees in one spot, with communication methods in place. Turning them toward advocacy takes relatively little work – and no extra fees – compared to other methods of influence marketing.
They're Already On Your Side: There's no need to convert your employees (well, there may be, but this is a relatively rare issue or another issue altogether!). Employees already have a vested interest in supporting the brand. They also already know a lot about your products and services, which makes them in a very well position to be advocates. When you don't need to win over brand ambassadors, the process becomes much smoother.
They May Not Do Well On Their Own: There are many reasons to develop an organized plan of advocacy – after all, employees don't get this kind of training elsewhere. They may not know that they should be advocates, or that they can work on this during work hours. They probably don't know who they should be talking to, or what they should say, or what tone they should use. You can seen how training and guidance can be useful here…employees may do more harm than good when they try to represent the company by themselves. Plus, regularly communication with employees about deals and products is never a bad idea!
There are Ways to Track Employee Advocacy: Some B2B companies may be hesitant to encourage employee advocacy because it is difficult to track and control. However, tools do exist for implementing employee advocacy in ways that can be measured. One of the most popular is Oktopost, which provides a full platform for helping employees reach out and measuring their success via common metrics like conversions. There are also social status tools like Klout, which have more limited use but can help you recruit your most influential employees for particular campaigns.
You Get Early Feedback: When employees are already on the ground, spreading the word, they get to see reactions up close. If consumers want more options, or are confused about a particular part of a deal, or just aren't responding, employees can quickly pass the word back so that marketing campaigns can be adjusted in their response. This works well when testing out campaigns or rolling out new products/deals, as long as you have a system of feedback in place!
If you're curious about finding out more reasons why employee advocacy can work and how a successful advocacy team looks, check out our quick e-book on the subject and see if you can't "take home" a few ideas for your own brand!