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Building a Culture of

Social Employee Advocates

After building an initial crop of first-wave social employee advocates, now what? Do you just tell them to cut loose on Twitter and see what happens?

Maybe not just yet. Many social programs fail because they lack clear objectives, guidance, and buy-in. Before you cut your employees loose, it’s good to not only establish what your brand hopes to get out of social employee advocacy, but how you want your employees to embody your brand.

Here are some questions to get you started:

  • How are other brands in your organization engaging on social media? What are they doing well, and what can your brand improve upon?

  • Who are your customers and stakeholders, and what kind of content would most likely get them excited about your brand?

  • What co-branding opportunities are there for your employees and stakeholders, and what social tools can help facilitate this?

As we learned while writing The Social Employee, This methodical approach drove Domo, who administered a “social IQ” test to determine their employees’ strengths and weaknesses in tool adoption during their initial #domosocial experiment. From there, employees were given a series of 29 different social-related tasks to complete. After an eight-week period, employees retook the social IQ test and scored an average of 19 points higher. Not only that, but employees had collectively made over 200,000 new connections across platforms like Twitter, LinkedIn, Facebook, and Pinterest. Talk about growing your digital footprint in a hurry!

So as you develop your pilot, make sure to work directly with your employees to give your program clear direction and purpose. Remember, social employee advocacy is all about sharing, connecting, collaborating, and building influence. Try to align all your goals around this idea—and take it one step at a time.

Start small, plan ahead, and soon your employees will be soaring to new heights.

Ready to learn more? Sign up for Lynda.com and watch “Social Employees: The New Marketing Channel.”

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Culture eats strategy for breakfast.

          TSE_Front_NEW3D Amazon_agold-book     The Social Employee offers an unparalleled behind-the-scenes look at the social business success stories of some of the biggest brand names in the business world, including IBM, AT&T, Dell, Adobe, Southwest Airlines, Cisco, Acxiom, and Domo. These cutting-edge brands have all come to the same realization: the path to social business lies through empowering the social employee. The brands that leverage their employee base in order to engage customers and prospects through social media are the ones destined to win the marketing wars. This book not only details the astronomical rise of the social employee, but also outlines the innovative methods that leading companies have employed to foster cultures of enthusiastic and engaged workers. FORMcGrawHill_RedEWORD by David C. Edelman, Global Co-Leader, Digital Marketing & Sales Practice, McKinsey & Company AFTERWORD by Kevin Randall, journalist for The New York Times, The Economist and Fast Company

   

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