Sprout Social found that 69 percent of social marketers use—or plan to use—employees as brand advocates, as many budgets shift away from traditional brand marketing to influencer marketing. The reason is simple: people are 16 times more likely to read a post from a friend than from a brand. And your employees, with their on-the-ground insight into your company culture and the type of work your company does, have an unmatched authenticity.
A common employee advocacy problem, however, is that too often employees are asked to be brand advocates (or proactively try to become one) without understanding their company’s reason for being on social, and the role that social media plays in meeting the business goals. This has numerous potential negative effects, and can eventually result in your team completely stopping sharing company news and amplifying your content on their social channels.
That’s why you need to define and document your brand’s social media vision to ensure that your employee brand ambassadors are clear on what you are trying to achieve on social media and how they can support those efforts.
[Read more…] about You’re Failing Your Employee Brand Ambassadors If You Aren’t Doing This One Small Thing