A new article from eMarketer sheds light on how popular Social Employee Advocacy Programs are becoming. These are programs where employees are encouraged to promote their brand via social media. You can immediately see why it would be popular with many companies.
In crafting such programs, it is important for the company to also create guidelines for any employees that decide to participate. These include such things as letting the employee know what type of behavior/conduct is expected, identifying themselves as representatives/employees of the brand when they create content that promotes it, etc.
Also, such programs should be offered as an option, not as being mandatory. Just as you wouldn’t require every employee in your country to deal with customers directly in a retail setting, you shouldn’t ask all of them to do so online. The last thing you want to do is make employees feel obligated to engage in a task that they don’t want. Instead, you want to attract the employees that love your brand and who are already singing your praises online. Their voice is authentic and their ability to attract others to your brand is far greater than the employees that feel ‘forced’ to participate in a program that they feel isn’t worth their time.
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