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Natascha Thomson is the CEO of MarketingXLerator, a Social (Media) Business Consultancy. MarketingXLerator co-innovates with clients to create strategies that generate results through mutually beneficial relationships. Co-author of 42 Rules for B2B Social Media Marketing. Yogini. Yerdler. Motto: "Teach a man how to fish."
I am happy to finally read a blog that does not say Employee Advocacy is the best thing since sliced bread was invented.
For me, many of the corporate efforts are misguided, asking every man and their dog to blast out a company-approved tweet through their personal channel, which they usually use to talk about fantasy football. Ok, yes, I am over-exaggerating but I am tyring to make a point.
If companies invest in employees and give them the know how to build what you describe enough, they won't need to be fed the same content as everybody else. If you want to just retweet, you can follow the corporate account :-).
The main reason for me to comment here is that you are actually addressing what being an employee advocate means to the individual, not the company. As far as I see it in Silicon Valley, most people are darn busy already and don't feel that they have time to be on social media. For them, there has to be a personal benefit to change their minds, unless they just do whatever their bosses tell them (sometimes hard to avoid).
Here some benefits I see of being an "employee advocate". How about you look at it as an opportunity to build your own brand, become a thought leader in a subject matter area (you don't have to narrowly focus on your company) that you know a lot about and enjoy to do research in. Being on social media while sharing good content and engaging is a great way to network yourself into your next job. The best of the best work in great jobs and their bosses know that they could leave any day, as they have such a great brand and don't need this job.
A while back, a gentleman from Intel presented on their advocacy program and one of the most intriguing findings to me was that many employees felt connected to the customer for the first time, even if they engaged via pre-fed content (I think). I guess as a marketer, it's easy to forget that there are tons of functions in an enterprise that don't get out much and don't interact much (if they should is another question). I have to say, if employees get stoked by being on social media, that's great. Just make sure they have the right training. And as the company, that you have good social media guidelines that are well-communicated.
I wrote way more than planned. Thanks for sticking with me,
I think we agree. I was brief in my answer and wanted to mainly express that I am also not a big fan of Facebook marketing but sometimes it's the best avenue for my clients. Overall, not a fan of FB marketing at all.
while I personally don't enjoy Facebook marketing for many reasons, some of which you mentioned, we just can't ignore it, especially in B2C it's a must for many.
I just read this interesting ZDNet blog that is a nice addition to the opinions above:
"Summary: Hackers are now targeting cloud-based apps and systems almost as much as on-premise environments, particularly with so-called brute force attacks and vulnerability scans."
Via Larry Barret
why don't you share your German view on the questions in the comment section here?