Huge companies are finally realizing the massive benefits of having socially engaged employees. It turns out, socially engaged employees are 27% more likely to feel optimistic about their company's future and 20% more likely to stay at their current company, according to a report from LinkedIn and Altimeter Group. In addition, socially engaged companies are 57% more likely to get increased sales leads and 58% more likely to attract talent. These companies are now raising social armies -- aka social businesses where the ethic of social media creates happier employees who discover their own voice, drive increased engagement and co-own the voice of the brand.
According to Lee Diaz, there are 3 steps
to creating a social business:
1. Develop social media policies that
encourage engagement. Pick
a social business champion who will earn the support of leaders from legal,
compliance and HR. This group of experts will develop social media policies,
which serve as guardrails for their coworkers. This same group will participate
in selecting internal and external social media platforms that fit the company's
vision and engagement needs.
2. Establish training for all levels of
social acumen. Determine how you
will approach social media training, develop a program and invite employees to
participate.
3. Enable and equip employees as
advocates. Build a steady flow
of content and let your employees begin to share over Facebook, Twitter,
LinkedIn, Pinterest or whichever social networks your team wants to target.
Just as you did before, observe what works and what does not work. You will
certainly find ways to improve your advocate strategy and training program.
The most important aspect of using your
employees as social media marketers is that advocating for the brand must
always remain a choice. Employees who
voluntarily choose to advocate for the brand will be well informed, more
engaged, and prouder of the company.
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