Employees as Brand Advocates on Social Media

A good idea?

On the surface, getting employees to act as brand advocates on social media seems like a brilliant idea. You run a great company and naturally, all your staff are 100% behind your product or service. They’re eager to tell their friends, family and social media followers what a fantastic business you have.

Employees as Brand Advocates on Social Media

With more people than ever connecting on social media, it’s widely recognised as one of the most powerful marketing tools available. If you choose the right employees to promote your business, you can gain access to a whole new audience. They can post updates, share success stories and encourage their network to spread the word.

But what happens if they post something you didn’t want the public to see? Or, worse still, if you fall out with an employee and they post something derogatory about your business on their Facebook page?

The key consideration when using employees as brand advocates is how much control you, as an employer, can (or should) have over what they post. It’s not simply a case of letting your team have free rein with your company’s reputation. Like any marketing initiative, a clear strategy is essential, along with a way to assess its impact.

You’ll need to provide the right tools, maintain a flexible approach and inspire employees to confidently promote your business. Get it right and you could unlock a powerful marketing resource.

Talking About Work – It’s Already Happening!

The reality is, for most of us, work is one of the biggest talking points of the day. We head home and tell our loved ones about what happened at the office. Sometimes we’re enthused and positive; other times, stressed and negative. The same conversations are happening on social media, only to a much wider audience.

One major pitfall is when companies use a blanket approach, asking all employees to act as brand advocates. It’s far better to select the team members who are genuinely suited to the task, rather than expecting everyone to ‘join in the fun’. Another challenge is sustainability. Will employees maintain their efforts to promote your business, or will their enthusiasm fade after a short burst of activity?

How Some Companies Get It Right

The businesses that have successfully used employees as advocates are those that avoid a restrictive strategy. In essence, they crowdsource their social media policy directly from their staff, encouraging them to post photos of office events, team activities and even day-to-day moments. Their social media policies focus on more ‘dos’ than ‘don’ts’, creating a positive, open culture.

These companies understand that engaging staff is key and that successful advocacy hinges on trust. Only organisations that have strong relationships with their teams should attempt to harness their employees as brand advocates. Another factor in their success is providing feedback and support to help staff do it well.

Pros and Cons of Employee Advocacy

There are several pros and cons to consider before using employees as brand advocates. Done correctly, it can increase your business’s online visibility, boost sales and enhance staff engagement. However, it requires a carefully thought-out approach to ensure the initiative is effective and sustainable.

If you’d like help building a strategy for employee advocacy on social media, The Last Hurdle is here to help!