You may have heard the term employee advocacy being used often by marketing experts in the last few years.
That’s because it is a social media strategy that has proven to be profitable for companiesThat’s because both large and small. We have listed the definitions of some of the important terms that are often used in this domain.
Employee engagement is about being proactively involved in the daily activities of the organization and working towards fulfilling its purpose and objectives. It is the emotional commitment the employees have towards the organization they represent.
Brands are yet to utilize their biggest asset – their employees. Employee advocacy is the promotion of a company or organization by its workforce. Essentially, employee advocacy enables an organization’s people to act as brand ambassadors on social media. This concept applies to any social media platform such as Facebook, Twitter, YouTube, where people may engage with the brand’s post by liking, sharing or commenting.
Advocacy marketing has become akin to digital word-of-mouth marketing today that harnesses the power of an organization’s employees, customers and partners’ positive brand-related communication. Businesses must unleash the power of advocacy marketing to become digitally enabled so as to maximize the online reputation of their brand, company and advocates.
Organic Social Media Reach:
Organic social media reach encompasses every activity that happens on social media without paid promotion. When someone posts on their personal social media page, but doesn’t spend any money to ‘boost’ it; they are creating an organic post. When they comment on a business’ post in their news feed and the ‘sponsored’ tag does not appear on the post, such an action qualifies as organic. In other words, organic actions occur on non-ads. The organic reach of a post amplifies when it is shared by the user’s connections on social media.
Refers to social media advocacy wherein stakeholders of a brand – employees and other members, talk about the brand or company, its products and services on their personal social media pages.
A brand advocate could be an employee, customer, or stakeholder, who actively talks about the brand, products and services and spreads favorable word-of-mouth messages (WOM) to their connections online.
Employee retention requires the incorporation of employee-friendly policies which entice employees to remain in an organization. It encompasses the various measures taken to encourage employees to stay in the organization without feeling the need to switch jobs.
Why Employee Advocacy?
The biggest reason to launch an employee advocacy program in any company is straightforward: it works wonders! Here are some statistics to prove it:
846 – The average number of social connections held by each employee.
561% – The percentage improvement in social reach your employees can achieve.
8 x – The difference between social engagement by your employees versus brand channels.
Who will do it for you?
Socxo provides organizations with a platform where they can transform their employees, customers and partners into trusted brand advocates. It enables advocates to curate, share, amplify and drive thought leadership for enhancing company’s branding and performance.
Employee advocacy increases brand visibility, improves brand recognition and brand loyalty. It is a win-win situation for both employees and organizations because it allows employees to build their personal brand and enables companies to grow their brand presence online.
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The value of a strong employee advocacy program to a brand is absolute. It places workers in the driver’s seat and allows them to advocate the brand and the workplace on social media. That said, an employee advocacy program can only work if employees indeed are willing to do their part.So how do you encourage employees to share brand content on their personal networks, including Facebook, Instagram, Twitter, and other social media platforms. Incentivization of employee advocacy programs has proven to be a fantastic motivator, but it should be used carefully as unregulated incentivization can actually be counterproductive. Sadly, many companies don’t know how to properly incentivize their employee advocates, causing morale and performance to plummet.Through learning from past experiences, we’ve come up with a few unique ways to keep brand ambassadors motivated.
November 20, 2017 at 5:37 am
Link Employee Participation and Performance Goals. Holding employees accountable always helps as it creates a sense of urgency. Create a content calendar and use performance goals to achieve this, but don’t overdo it to the extent of mandating advocacy because that ain’t going to work. Otherwise, linking advocacy and performance works like a charm. After all, being an influencer on social media can come with huge perks.Everyone wants to be appreciated for a job well done. Chances are that junior employees are the ones banging out great content. Sadly, they often don’t get credit for their work.
November 21, 2017 at 7:29 am
A well thought out employee advocacy program has the potential to make the whole company a brand marketing army. One that is proud to stand behind their management and enhance brand reputation whenever needed. It trains employees to know that fighting for their brand is in their own best interests, and more importantly, it can only be achieved through teamwork.
July 12, 2018 at 4:52 am
Marketing Strategy needs employee advocacy
Organic reach is declining
Most millennials are blind to digital ads
More people trust information from “normal” people way more than advertisers.
With the way organic social engagement is dipping, and paid digital advertising costs are increasing, several brands are looking towards new ways to get their brand name out there.
September 4, 2018 at 4:43 am
Brand Advocacy is a person who talks about a brand or particular product and tells all the good quality of the product and about the brand to other people. Advocacy Marketing is a form of marketing that emphasizes getting existing customers to talk about the company and its products. Social Media Advocacy in simple terms means talking about a particular brand or company on your personal social media channels.
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Tip to Increase Your Company's Rank: Use Employee Advocacy Platform - SOCXO
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[…] Employee advocacy can be described as the brand promotion led by employees on their personal social media channels. The beneficial social media channels could be LinkedIn, Twitter, Quora and more, depending on the influence of the promoters and the type of audience. […]
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