The social media era has brought much change to our lives, advantages and disadvantages in all aspects of life.
When we turn to our proffesional lives in business, social media now plays an important role in the developments and upgrades of the company. Its introducing the world a window of what your business offers, it assists in branding your unique vision.
Most loyal customers are converted into Brand Evangelists that preach what you are selling to people. I've grown my business well through this method of referrals due to leaving customers more than satisfied, delivering my services beyond expectation which leaves the customer happy and passes my contact to friends who should also benefit from our services.
While the customer is a great brand ambassador the loyal employee makes a better brand ambassador than the loyal customer. He or she promotes the brand better to the great social sphere. The advocacy of an employee on social media is believed to be beneficial for organic contact also known as :
Organic Reach : This is the total number and specs of people who were shown your post on social media like facebook, twitter, blogs etc through unpaid distribution.
With addition of content distributed and shared in the form of personal accounts rather than the company pages or sites, they usually attract a higher percentage of followers.
Company information ,products or services shared by employees get more engagement, on average, than content shared by brand channel and continuously re-shared multipe times frequently.
With the above mentioned facts, you are a decision away to making your employees your organisations biggest promoters.
You can start to urge your staff to post/share company products,info, services and other offerings on behalf of it from their personal accounts.
This is a good idea in theory as you read it, but is hard to execute for many.
"If you are focused on turning employees into money generating voices through their personal accounts, employees wont understand what's in it for them''
Companies must motivate their employees and explain why it's good for employees to promote the company, leaders must layout the impact and advantages of positive brand messages on social media to their employee's
E.g : Including the employer and his/her employees can gain a proffesional and personal level through attaching the company profiles to their personal social profiles and posts.
The company's brand must do its work and look good by association. Making employees engaged with the company on social media and let your employees decide for themselves whether they want to participate in the programme.
If they agree to participate offer them few best methods for achieving genuine engagement from them.
• Create indications of how things should be done, not prescriptive policies.
When making an employee social media policy, most leaders use a "what not to do" approach and direct their employees to keep away from certain practices in talking about the company in their social posts. Instead, of giving usual guidelines and demonstrating examples of successful employee profiles to model theirs after.
• Authorize flexibility & freedom of expression.
Big mistakes companies make when engaging employees in social brand discussions is commanding company written bios or phrases that employees should use in their posts or profiles. If you allow your employees to speak in their own voice as you do to your loyal customer you get positive and genuine engagement. Your guildlines must refer you to help staff craft their own personal brand messages, rather dictating them what to say.
• Pay attention to employee emotions in relation of mixing personal and professional.
Most staff wont have a problem blurring the line between personal and professional on social media while others feel uncomfortable
stepping over that line between work and play in a public platform.
''Companies must make social media programme engagement opt-in or dont options and Leave it in the employee's hands to decide.''
Some staff desire to keep their proffesional and personal world apart so its proper to ask, but not force your staff to post or share.
'' Its easy as no employee skills are considered to post about your company, but there is an emotional risk that goes along with it.''
Be certain you are grateful for that when coming up with your social media policy guidelines and offer some additional bonuses that should not hurt right? ;)
Tatenda Chimombo (@BusinesswithTat) | Twitter
Get The Latest Tweets by Tatenda Chimombo (@BusinesswithTat). Chairman & C.E.O @ The II Brothers Inc Z.G.T|Int Business Consultant | Entreprenuar|Philanthropist|Sponsored Venture Capitalist |start-up mentor. Greendale, Harare, Zimbabwe