The latest annual digital report from wearesocial says ‘we’re becoming more selective about what we share, and whom we share it with… social media is quickly returning to what ‘social’ has always been for human beings: connecting on a personal basis with the people we care about most.’
This sounds like good news to me. Personally, I don’t care that someone I haven’t seen for years is sat in a first class lounge, drinking champagne on a Tuesday, or eating a poached egg.
The report goes on to argue that the only people behind the curve on this are marketers, who are largely still intent on pushing the ego of the brand in people’s faces. Now, most organisations probably say they don’t do that – even though they probably do – and would agree their aim is to use social media to connect with customers in a personalised way.
So it surprises me that so many organisations still don’t make use of their employees’ social networks to do just that.
Senior employees are arguably an organisation’s best advocates and most likely they have a ready-made personal network of people relevant to the business.
People trust other people like them – that includes professional peers, contacts or old fashioned mates. If an organisation enables their employees to share appropriate marketing content it can get the personal connections that it craves.
And what’s in it for the employee? Well, they might have a stake in the business, or have their sights set on a promotion, want to improve their own profile, or maybe even just enjoy where they work so are happy to act as an ambassador through their social channels.
This isn’t a case of implementing a free for all social media policy – you don’t want senior employees all saying different things or things they shouldn’t about the business. You need to allow the comms team to have a level of control over the output, whilst enabling senior employees to share posts that sound like they do and without requiring much effort from them.
Luckily, Headland has a bespoke tool which does just that.
See, if you came to this blog from Twitter or LinkedIn and are interested in our tool, then you’re seeing the value of employee advocacy right here.