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How to create an employee advocacy program
Set goals & KPIs for your employee advocacy program
Your colleagues may be posting about work on their social media feeds. They may be doing so on their own. But without an organized system, you don’t have a way of tracking results.
The more you define your specific goals, the more your employees could be able to help. If your goal is to grow awareness, ask employees to post more about the brand. If it is a new product, create shareable content about the product. If your target is a share of voice, seek out and organize employees who use several platforms & post often.
Other aims might include improving organic reach, increasing traffic from social media, and expanding your demographic.Look at how employee advocacy can help.
Establish social media guidelines
Employees need to know not only what the message is, but also the best way to communicate it. What kind of language could they use? How should they post? How could they respond to comments?
A social media policy takes the guesswork out of these & other questions. The easier you make advocacy, the more likely they’re to do it.
Guidelines ensure consistency across platforms and accounts. You do not want one employee adopting an irreverent tone, while others take a more formal approach.
Guidelines can help protect your company’s reputation & ensure against legal trouble and security risks.
Some guidelines are just common-sense—for example, avoiding vulgar or intolerant language. Others might be left to the legal department. But you could ask employees themselves for their input. Engage staff early on—they’re more likely to buy in.
Also, make the guidelines easy to understand & follow. Guidelines should enable advocacy instead of restricting it. Include recommendations on what, where & how to share.
Educate employees on social media best practices
People’s social-media comfort levels will differ. Bring everyone up to speed on social media best practices. This extends to employees across all departments & seniority levels. Training everyone on company policies & guidelines creates a level playing field.
Be consistent in offering new & shareable content. This helps employees also be consistent & create new social media sharing habits. Offer a mix, if possible, of fun, shareable content& industry trends.
Want to make sure best practices across the board? Put your employees’ social media education in the hands of the pros. Hootsuite Academy offers free social media training & courses. Get started here.
Appoint employee advocacy leaders
Executives set the pace for social media. But if the organization is large enough, outsource employee advocacy roles to employees. Responsibilities may include communicating missions and goals/creating proper incentives.
The initial excitement of having an employee advocacy program will not last forever. People will start to share less often/stop altogether. To minimize drop-offs, your advocacy liaisons will need to be proactive.
Track the right metrics to measure success
An advocacy mission could align with at least one of your company’s primary business aims. Then decide on which social media metrics you will be tracking. Those might include a share of voice, website traffic & new sales leads.
Once that mission has wrapped up, summarize your results in a report that demonstrates social media return on investment (ROI). Include information on general metrics as well as employee engagement.
Some key metrics to keep an eye on are:
- Top contributors. Which individuals/teams are sharing the most? Which advocates are generating the most engagement?
- Organic reach. How many people are seeing that content shared through your employee advocates?
- Engagement. Are people clicking links, leaving comments & re-sharing content from your advocates? What is the engagement you are getting per network?
- Traffic. How much traffic did the content shared by employee advocates drive to your website?
Most analytics tools let you track and attribute traffic from your advocates. This data could inform future employee advocacy efforts.
Lastly, share the results. Measurements like the above are concrete & actionable numbers. They can inspire your workforce. Both you & they can learn from what worked & what didn’t.
Employee advocacy made easy with Hootsuite Amplify
You know why employee advocacy is important, and how to suggest your workforce to get involved. But the hardest part is the execution—actually getting staff to share company messaging on social media. That is why we created Hootsuite Amplify, an employee advocacy tool for your mobile device that makes it safe & easy for employees to share approved social content with their friends & followers.
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