Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Create Brand Evangelists from the Inside
Posted on January 26th 2014
Social media has become such a prevalent part of our lives that it’s easy to forget that it is still a fairly new medium for businesses. However, since social media is so new, businesses should be constantly evaluating their approach to social media and making it better. When companies started exploring social media for the first time, they tended to turn to a social media expert or the PR team to handle the social media account. Quickly businesses learned that social is all about interaction, so they instead began encouraging customers to talk about their company by becoming fans on Facebook or checking in on FourSquare.
Now, social media is being expanded beyond the social media specialist to every employee in a company. What is driving this change? One reason is that corporate messages don’t resonate as well with customers as comments from their friends do. Thus, turning to employees to talk about their personal experiences working with the company helps to provide legitimacy to posts about the company, as well as significantly increase the scale of the company’s social outreach.
So how can you go about turning your workforce into brand evangelists?
1. Create a Framework
Sending out a general email asking employees to start talking about their work on their Facebook page probably won’t yield you a lot of results. Instead, start by creating a social media policy that encourages employees to use social media and provides guidelines on appropriate topics to talk about. If your company is going to participate in specific social media activities such as a Twitter chat or creating content on LinkedIn, invite employees to participate in those events specifically. Be sure to provide training to employees on the policy, as well as how to use accounts for those who aren’t familiar with a particular platform. Most importantly, offer employee rewards for workers putting in the extra effort to promote the company, and also set specific consequences for inappropriate behavior.
2. Make it Easy to Connect
Make it easy for employees to connect to each other online by creating a Twitter list or a single Facebook page or group that everyone is connected to. Of, if your company has the budget, check out social media management software like, Social Sprout. Adding industry experts and customers to this group can help employees to start interacting quickly, and by connecting with each other, employees are more likely to share the fun stuff that is going on at the office, which makes the company more appealing to consumers and potential recruits.
3. Use Your Experts
Social media is all about two-way interaction, and employees are a huge resource for companies that are seeking to respond to questions and comments that customers have. Businesses should document which employees can be used as experts in specific subject matters as well as which employees are most active on social media in order to assign specific workers to certain social media inquiries. With big data services, much of this process can be animated. For example, data on historical response times and which employees happen to be online can be correlated with complaints or questions detected on social media in order for an available employee to be alerted of a question that he or she is qualified to answer.
By setting some guidelines, helping employees to connect and using big data to streamline the process, businesses can quickly turn their workforce into brand evangelists and subject experts on social media. The increased legitimacy with customers and better customer service will make the extra effort worth it.
Image source: @G_Obieta on Flickr