You can have a Facebook page, a Twitter account, and even a LinkedIn business profile, but there’s no point in running a social media campaign if it’s not designed to drive leads to your business. Learn more in the eBook.Download now!
More organizations are realizing the value of having employees actively engaged on social media representing the organization. This is true of for-profit companies, non-profit organizations, as well as municipal and other government entities. These brand advocates benefit their organizations in a number of ways from increasing reach, to spotting trends, to responding to community needs. Across the board, the key to achieving success with brand advocates is training.
Engaging fans on social media comes naturally for brands people love to identify themselves with, like health food, gyms, or good times. But what if you’re one of the thousands of services we all need every day, even if we’d rather not tell the world about it?
Whether they are highly regulated or their corporate culture is just too risk averse, lots of companies and brands face the same hurdles that a public school district faces. This process and policy for managing social media risk should be used as both encouragement and a model for brands everywhere.
As PR pros know, “mommy bloggers” represent an important bridge between home, family and parenting brands and their customers. Mom blogs have the power of reach and trust, and can be one of the most effective brand advocacy tools. But when communication between the “mommy blogger” and PR pro goes awry, the opportunity for what would have otherwise been a mutually beneficial relationship is lost.
While harnessing the power of employee advocates can be a lucrative business opportunity, employers and employees alike need to recognize and appreciate the risks each one brings to the table, and ultimately develop a mutually beneficial advocacy program. Until that time, you may want to rethink the idea of becoming an employee advocate.
"If advocacy means genuinely believing in and supporting a brand (via social sharing, WOM, etc.), what brands would you consider yourself an advocate of? Why do you advocate for these brands?" See what Hessie Jones, CEO of ArCompany, has to say about this and other questions.
This week we hosted another Social Media Today webinar as part of the Best Thinker webinar series, this time on the topic of Advocate Marketing Decoded: 5 Proven Steps to Powering Advocates in Retail. This webinar was sponsored by SocialChorus.