At a recent roundtable discussion comprising marketing professionals from a range of industries (including hospitality, music and banking), we investigated the challenges faced regarding social media marketing. We asked marketing professionals what their single biggest problem was when it comes to marketing their brand on social media. We expected responses such as “understanding algorithms” or “measuring return on investment”. Instead, the leading answer was (surprisingly): getting approval for a social media budget. Some marketing managers had difficulty getting sufficient funds allocated towards social media activities, while others struggled to get a budget at all.
Most of the marketers surveyed attributed this problem to their organisation’s decision-makers’ lack of understanding regarding the business value offered by social media. The rest simply didn’t know where to start in terms of approaching their business’s CEO/Director/Owner/Financial Manager about investing in social media. Based on the insight provided by this focus group, we have put together some tips to help marketers when it comes to getting your social media budget approved.
Getting your social media budget approved – tips for marketers
Before approaching your company’s decision-maker about social media budgets, make sure that you have the required information and insight at hand. These are some tips and techniques designed to help you motivate your case for social media investment:
Take an integrated approach: Instead of approaching social media as a separate marketing component, integrate it with your overall marketing plan. Social media has the capability to support virtually any other marketing activity. For example, driving foot traffic if you have an in-store sale or boosting awareness and ticket sales for an event. It should therefore form an integral part of your marketing mix. Presenting a well-designed marketing plan that includes social media may be more favourably received than a separate social media plan in isolation.
Do the research: Social media is able to support your brand’s needs, wants and priorities. Shortlist your company’s business objectives and look at how social media can promote each of these goals. This includes tangible factors such as sales generation, as well as promoting goals such as increasing brand awareness or positive affinity. Both short- and long-term company goals should be taken into account when ascertaining how social media can be used to benefit the business.
Do the legwork: Consult with social media specialists to gain insight into solutions that would work best for your brand. Speak to more than one expert so that you can get a balanced idea of the options that you have. Thereafter, get quotes that are in line with an appropriate social media strategy for your brand. By doing this, you will be able to explain how the requested social media budget will be spent, as well as the underlying rationale of the plan. If hiring an in-house team is not a viable option, look at outsourcing this function. That way you can get the benefit of excellent social media management without the hassle of employing more people. This will save time, effort, money, company resources and other overhead considerations. Read more…
Rands and Sense: Social media has the potential to provide high return on investment. Again, this is both in terms of bottom-line results as well as factors like brand positioning or customer satisfaction. It is an efficient, cost-effective marketing method. A well-executed social media strategy is one that is highly result-driven. This means that funds allocated towards social media should be viewed as an investment in the business, not as an unnecessary expense.
It’s all in the numbers: Most decision-makers are fans of reports and statistics. While traditional marketing does provide some data, social media does not shy away from the numbers and is rich in qualitative and quantitative metrics. Social media platforms are able to provide measurable results, accurate data, comprehensive reports and even information like insight into consumer behaviour and market trends. Emphasise the science behind social media, and how it can improve the business in general – not just marketing tasks. This alone may be the key to winning over the financial gatekeeper.
Re-allocate Marketing Budgets: If your company has budget restrictions and simply cannot increase marketing spend, consider re-allocating existing budgets. Analyse the returns you are receiving from your current marketing platforms (e.g. billboards, television and print). Then look at re-allocating some of these funds to social media activities.
Additional points to support social media investment:
To substantiate your “pitch” for a social media budget, these are some of the additional benefits offered by social media:
> It offers custom audience targeting – meaning that there is little to no wastage on unsuitable consumer segments. This makes it a highly targeted and cost-efficient marketing method.
> It is versatile and supports different media types (image, video, slideshows etc). You can also provide value-rich content (such as tips, articles, insight) in addition to marketing content.
> You can interact directly with your clients as social media supports two-way communication, which is great for improved customer support services.
> In today’s digitally rich business environment, it is imperative that brands have a strong social media presence and are active and agile to respond to comments, queries and complaints which assist in reducing risk for the company.
The key to getting senior decision-makers to invest in social media lies in demonstrating the business value offered by social media. Also, social media is not a passing fad – it is here to stay. Therefore, not being on social media leaves a business at a disadvantage. This is both in terms of competitors, as well as business progression. Social media is no longer a “nice-to-have”, it is a “must have”.
We hope that the above points help with the challenge of getting social media investment – both in terms of finances and interest. For additional insight and advice, get in touch with the Social Media 101 team. We can also assist with effective social media strategy planning and execution, as well as platform management. CLICK HERE to contact Social Media 101.
The phrase “All social media agencies are not created equal” is not just an accurate statement, but an understatement – given the current state of affairs. This is due to the vast disparity among the many social media service providers in terms of quality level and expertise. But how do you know a great agency when you see one? Well, we at Social Media 101 are here to tell you a bit about ourselves and what makes US a leading social media consultancy. And we sincerely hope that by the end of this, you understand what makes Social Media 101 different, and why we would be a great agency to partner with.
Why Social Media 101 – what makes US a great consultancy? Here are some of the things that sets us apart in this highly competitive industry:
OUR SOCIAL MEDIA & BUSINESS ACUMEN
Strategic, result-driven approach
We are a social media business consultancy and take a strategic approach to all services. We speak your language – we know that it all comes down to return on investment and positive business impact. Social Media 101 works with you to understand your business, industry, customers and competitors. We then look at what your primary business objectives are, and structure a social media strategy in line with these defined objectives. Our social media activities are result-driven and focus on your business goals: whether its driving sales, increasing brand awareness, boosting desired customer affinity or other objectives based on your needs. We also integrate social media activities with your existing marketing and business endeavours (e.g. by promoting live events or traditional marketing campaigns).
At Social Media 101, we pride ourselves on being agile, responsive and adaptable. We take a client-centric approach and craft a social media solution that works best for you. Our service offering is flexible as we understand that a “one size fits all” style just does not work when it comes to social media. We are also available outside of normal business hours and have an open and approachable management structure. This customer-centric approach also applies when we manage your clients on social media i.e., we are responsive and provide excellent customer support that further positions YOUR brand as client-focused.
We provide in-depth reports so that you can keep track of our performance as well as your investment returns. These can be customised based on your priority measurables. We also explain what the data means so that you are empowered to drive informed business decision-making.
Full Service Offering
We can supply (or source) services to meet all your needs: from Search Engine Optimisation to animation to live event social media coverage. We also have a network of partners equipped to handle all social media and digital requirements including legal and business advice. This assists not only with service excellence, but risk mitigation and crisis management (should the need arise) as well.
OUR SOCIAL MEDIA EXPERTISE & KNOWLEDGE
Team of Experts
Each member of our team is a specialist in their field, as well as in social media. For example, our graphic designers are skilled at creating visual content for social media. Our copywriters know social media best practices for written content for each platform. Our strategists are experienced when it comes to the algorithms and rules that govern the social media sphere. And all of our social media experts have a high level of business acumen that ensures professional execution of tasks. The diverse backgrounds of our team members include experience and qualifications in: Business, Sales, Marketing, Law, Communication Science and Psychology (to name a few). From a social and digital media perspective, our team of specialists include data analysts, media booking specialists and content producers that are able to create high quality material to suit different media needs, including articles, videos, GIFs, animation clips, carousel-type content etc.
Advanced Social Media Knowledge
On the surface, social media platforms appear simple enough to use. However, behind the curtain (or in this case, the screen) are complicated systems driven by complex programs and algorithms. This affects the performance of all social media content – both paid and unpaid. At Social Media 101, we understand the inner workings of the different platforms, and take a scientific approach when planning activities. This includes content, media type, audience targeting and even the timing of uploads. By using best-practice methods, return on investment is maximised based on the strategy behind each message.
|Sidebar: Have you noticed that your personal Facebook feed now has more family & friend posts than marketing? This is a practical example of an algorithm change affecting content delivery.
Constant Industry Upskilling & Tools
Social media platforms, as well as digital technology, are constantly evolving and advancing. Social Media 101 team members continually upskill themselves to keep up with technical changes and market trends. Not only does this help keep your online marketing content relevant, but feeds into your overall marketing and business activities as well.
| Quote: “Social media is an ever-growing and changing platform, with algorithm adjustments happening constantly […] and without dedicated monitoring and adjustments, your business could be missing out.” (www.thumped.co.uk)
We also invest in tools and partnerships to provide our clients with a superior service offering. These include reporting, tracking and insight applications. We stay in the loop with regard to emerging software and tools that can further boost the level of service we provide.
At Social Media 101, we have a proven track record across numerous industries, business types and regions. Since inception, our business has grown threefold year-on-year. Our clients base includes local, global and international brands, and continues to expand. Despite this growth, we take a personal and dedicated approach to every client and strive to exceed expectations always. We believe that this ethos, along with our expertise and experience, makes us a leader in the social media field. Put us to the test – we are confident that you will not be disappointed.
If you are looking for a great agency to partner with, or if your current agency simply does not match up, give Social Media 101 a call. We look forward to hearing from you. CLICK HERE to contact Social Media 101.
Does your business have what it takes?
How to choose a social media agency
Social media influencers, as the term implies, are entities that have some sort of influence or persuasive power on online audiences. This is achieved through amplifying content via various social media platforms such as Twitter, Instagram, Facebook and LinkedIn. Accounts with large followings are paid to promote brands via their posts on these platforms.
While the concept of brand ambassadors or endorsers is not new, what makes social media amplifiers different is that you don’t have to be rich or famous to become one – you just need to have a substantial audience base. However, a big account is not all it takes. Here’s a short crash course on the world of social media amplification.
What is Social Media Influence?
Social Media influence or amplification takes place when content is shared online within (and across) social media platforms. This includes both paid and unpaid (organic) sharing by stakeholders like your employees, your customers and your online audience. It also includes sharing by influencers such celebrities who may not even use your product or service but are paid to promote your brand online.
Types of Social Media Influence or Amplification
There are many categories and sub-categories of influencers online, but we will look at the three main types of amplification, namely: Social Media Influencers, Employee Amplification and Customer Amplification.
Social Media Influencers
The most well-known type of social media influence is endorsement by celebrities or people who are in the public eye. These include actors, musicians, sports stars, politicians, prominent business people, well-known thought leaders and other public personalities. Notable celebrity influencers include former First Lady Michelle Obama and pop sensation Selena Gomez. But, unlike most traditional brand endorsement, fame alone is not enough to make you a social media influencer. Celebrity or not, you still need a large online audience to your name. Conversely, if you are not well-known but you have a substantial online following, you can earn yourself “celebrity” status on social media purely due to your audience size. Some social media users are even “anonymous” yet get paid to endorse products or services. How is this so? Because it’s all about leveraging off the existing relationship between the influencer and their (sizeable) audience.
Micro-influencers are another type of social media advocacy. These are accounts that may not be huge but have a significant following within a certain industry or niche market. For instance, consider a food blogger that has an audience of a few thousand people. While this may not seem much in comparison to the major players, such a person has the potential to make a tangible impact within a given market. For example, by posting about the quality of food and service at a specific restaurant.
Employee Amplification (also known as Employee Advocacy) is a powerful yet somewhat untapped form of social media influence. It refers to harnessing the endorsement value and online presence of key employees. It starts with positioning your expert staff members as thought-leaders and trusted advisors within their field. The employees then act as passionate and knowledgeable brand ambassadors through their posts on their personal accounts, positioning the business in a positive light. Not only does this boost desired public sentiment for the brand and the employee, but it also promotes extensive organic (free) audience reach through the employee’s personal audience as users are more likely to share content received via their own network than a business page. In fact, statistics show that company-based messaging reach is 561% higher when shared by employees as opposed to the business itself! (www.falcon.io). Click to read more on Employee Amplification.
We all know the importance of customer service, but the growth of social media has now exponentially increased the impact it can have on businesses. Your customers also have the potential to be brand ambassadors and influencers when it comes to your products and services. Brands can make the most of this opportunity by ensuring that positive customer experience is at the core of all business activities. Excellent business offerings, engaging social media content and responsive client-centric service is likely to result in your brand receiving glowing recommendations online. Think about personal experiences – if a business impresses with its quality of service or products, the user is more likely to talk about the experience with friends and family. The same applies to their online community. Only when it comes to social media, its word-of-mouth marketing on steroids. Not only is it great for promoting positive brand affinity, it also acts as free advertising through authentic client endorsement.
Implementing an amplification strategy
Navigating the social media influencer landscape can be tricky. Here are some points to keep in mind for a successful campaign:
Creating great customer experience at all touchpoints (through advertising, in-store and especially social media activities) can promote loyalty and affinity for the brand. This then drives customer endorsement online.
Social media posts should be highly customer-centric and hold some sort of value for the user, such as informative, intriguing, attractive and high-quality content. This promotes customer engagement and sharing of the content – resulting in increased organic reach. Content should also be optimised for each platform as well as for mobile viewing to increase engagement and share potential. Responsiveness and personable communication are crucial elements of good customer service as well.
While both Employee Amplification and Customer Amplification are driven by the users’ loyalty and passion for the brand, a little incentive doesn’t hurt. Employees can be incentivised (financially or otherwise) to publish posts about the business on their personal networks. Customers can also be encouraged to engage and share through polls, giveaways and rewards (such as accessing online resources).
Type of Influencer
Choose the type of influencer based on their strengths and how well it meets your objectives. For example, social media advocates like celebrities have extensive reach as well as influence over their audience. Micro-influencers can be highly valuable due to their niche (and usually highly-engaged) audience. Employee advocacy is an excellent way to position the brand and its employees as industry thought-leaders. And your customers can act as (unpaid) brand ambassadors that promote your business through their genuine love for the products and service you offer.
Influencer Vetting & Content
When using the services of an influencer, you need to partner with people that are credible and genuinely resonate with your brand. You also need to do thorough due diligence to ensure that their audience consists of real, engaging human beings (as opposed to a bought audiences or bots). You are, after all, paying them based on the number of people a post from them is estimated to reach.
Also, it’s not as simple as just telling the influencer the product or service to pitch – you need to craft the actual post content in terms of your objective or, at the least, review and approve content prior to publishing. The digital community is a discerning bunch, so make sure your content has a level of authenticity. It’s also imperative that the influencer does not post messaging from competitors or publish contradictory posts (for example, tweeting about how amazing your restaurant’s steak is, and then the very next day mentioning her vegan lifestyle).
Brands can send their employees on courses such as Personal Branding and Employee Amplification training to aid in positioning staff and executives as thought-leaders. Business decision-makers can also be equipped with knowledge regarding online risk mitigation and understanding social media data metrics – both of which are valuable when it comes to social media amplification. Beyond training, there are software systems that can be implemented to assist employees with resources, such as pre-approved content, from the company they work for. This improves efficacy of the content and cuts down on time taken to create content.
While there are pros and cons to social media influencers, the one thing that’s undeniable is the sheer impact it has on the business and consumer landscapes. And whether you “like” it or “unlike” it, it is certainly here to stay 😊.
Social Media 101 assists businesses in driving online influence, whether that be improving customer sentiment or sourcing, vetting and managing macro and micro influencers. We also offer training for: employee amplification, creating content and implementing software tools for an employee advocacy programme. Get in touch if your business needs influence and amplification. CLICK HERE to contact Social Media 101.
Firstly, to clarify, a website is important for every organisation, across all business types and industries. But in isolation, a business website is just not enough when it comes to online visibility for brands. Furthermore, a website alone is not able to drive business objectives. Changing consumer behaviour and evolving markets dictate that businesses need a multi-point strategy to succeed in the current landscape. In this article, we explain why a website should not be your only online platform. Instead, we propose an integrated approach, with social media forming a central part of your digital strategy.
WHY A WEBSITE ALONE IS NO LONGER ENOUGH
In a highly competitive environment, the brands that win are those that best meet customer needs and wants. As these change, so should business activities. Recent developments such as millennials entering the market and increased digitisation resulted in a changed consumer base. Characteristics of this evolved market include a change in:
Customer demands: Customers expect brands to be client-focused. These demands include convenience, responsiveness, personalisation, user-value and relevance. Customer experience is based on how well these needs are met.
Purchasing behaviour: Purchasing decisions are increasingly being based on the above-mentioned customer-centric values. As a result, improving customer experience has become a primary business objective globally.
Digitisation: Increasing use of digitisation by both businesses and consumers have changed the commercial landscape. This includes the rising use of e-commerce, mobile, social media and other technologies.
Business Trends: Trends indicate a growth in the customer experience approach, and a decrease in disruptive marketing tactics (such as unsolicited calls and untargeted messaging).
Based on the above, it is evident that a business website alone simply does not satisfy present customer needs or brand objectives. Fortunately, you can overcome these shortfalls by incorporating social media into your business strategy.
SOCIAL MEDIA AS PART OF YOUR DIGITAL STRATEGY
In terms of customer satisfaction, market trends, business objectives and overall brand growth, social media offers a wealth of benefits over a website alone. Such customer experience and business benefits provided by social media include:
- Business Visibility & Exposure: Your website being seen depends on users finding it themselves. This means they either have to explicitly search for it, or it needs to show up on search engine results. Even with SEO optimisation, the search phrase used has to match the wording on your website. This means only a small percentage of users will come across your website. And what’s the point of having an awesome website if no one sees it? However, you can use social media to drive traffic to your website. You can even customise posts so each one links to a specified landing page to showcase different elements e.g. a list of your services or your contact page.
- Outbound & Inbound Customer Targeting: Again, as a website relies on inbound traffic, only people actively searching for your brand or product will potentially become customers. Social media, on the other hand, allows you to find and target your core demographic. Messaging is placed in front of your selected audience, even if they have never heard of your brand. In addition, social media targeting uses advanced data and algorithms to determine other users that are likely to be interested in your business offering. This promotes customer growth and could even reveal new untapped customer groups.
- Sales: Social media can be used to drive online sales – both directly via a social platform, as well as by channeling traffic to your website. It can also be used to generate in-store sales through marketing and advertising messages. Studies show that a multiple-touchpoint approach is effective in driving sales, and social media is an integral part of the client journey. It also supports the non-linear way in which content is consumed – its about speaking to the right person at the right time with the right message. Ads on social media play a huge part in influencing purchasing decisions. In fact, statistics show that 90% of shoppers use social media to research products and services as part of purchase decision-making (Sprout.com). In terms of a basic marketing rule of thumb, 6-8 touchpoints are required to convert a sale. Social media speeds up this process, and as a result, can shorten the entire sales cycle for businesses.
- Client-focused approach: Social media is customer-centric by nature, and able to achieve customer experience goals. For example, by communicating directly with clients when it comes to customer service tasks, or publishing value-rich content such as articles or tips. This enhances customer satisfaction and leads to an increase in both sales and client retention.
- Location & Convenience: Social media is where your customers are – and therefore where you should be. It is where consumers research brands, consume content and even make purchases. Customers also prefer to interact with businesses via social media when it comes to queries and customer service requirements. Consumer preference of using mobile devices for online activity makes social media a convenient option as it is highly optimised for mobile.
- Relevant content: Unlike website content which is quite generalised, social media allows you to send targeted information to relevant market segments. For example, marketing your men’s range to men, and women’s range to women. Post links can be used to direct users to the related section of your website instead of them having to navigate. When needed, social media content can be adjusted with ease to ensure constant relevancy. Making changes to website content is a less viable process.
To summarise, a static website alone does little to aid in marketing, customer satisfaction or business goals. On its own, it is just not enough for online visibility. However, by integrating it with social media activities, you can develop a strategy that meets both client demands and brand objectives. Social media also provides data and insight into customer behaviour, promoting informed business decision-making. The convenience, responsiveness and value-rich approach of social media position the business as being client-centric. And as customer behaviour indicates, a positive image boosts brand affinity and, ultimately, sales. Coupled with its advanced marketing and business functionality, social media is vital for brand visibility and growth.
Ready to take your digital strategy to the next level? CLICK HERE to contact Social Media 101.
What is the function of social media when it comes to business? If you answered, “it’s an advertising platform”, you are right….. and wrong. While one key role is marketing, social media is actually equipped to underpin the complete customer journey. In this article, we are going to look at these functions when it comes to sales in particular. Below is an outline of how social media can support your entire sales funnel.
Social Media & Sales Funnel Functions
While specific sales steps vary from business to business, we look at the main considerations that form part of a basic sales funnel:
Social media plays a crucial role when it comes to marketing, but it should not be used as an “online billboard”. Instead, it should be used to educate and inform the audience. Examples are showcasing unique selling points or providing valuable information through article content.
As both the number of consumers and time spent on social media platforms are increasing exponentially, it is the obvious choice when it comes to brand awareness. But it’s not just the sheer audience reach that makes it so powerful for business. It’s the ability to target your core demographic – to an impressive extent. In addition to audience-based targeting, you can also customise your campaign to suit your primary campaign or business objective(s).
Targeted advertising means that your brand is placed in front of selected audiences on their devices (cell phone, tablet, computer) when they are next active on the platform. Which means that you don’t have to rely on the client finding you themselves (via an online search, for example) – you find THEM. How’s that for brand awareness generation?
Stat: 52% of survey respondents had discovered a new retail product on Facebook that they were interested in buying, rising to 78% in the 18-34 year group. (blog.hootsuite.com)
Social media is excellently suited to drive interest in products and services through the type of content published. It allows for displaying aspects of the business that traditional media isn’t able to. This includes real-time updates (e.g. promoting lunch-time special specifically at lunch time), social responsibility projects, online articles, tips and advice. It also supports different media types including images, text and video content that can be used interchangeably and even combined. This keeps the recipient interested and engaged – two key elements to attract and retain audiences.
Well crafted, high-quality content leads to improved brand affinity. Businesses are able to show their “character” and what they are all about. This makes them more personable, and marketing messages sent are likely to be received more favourable. An important factor to remember is that content should be customer-centric. People are interested in brands that are interested in them. And strategic content does just this, while also maintaining brand objectives. Win-win for everyone.
Stat: Today, 67% of the buyer’s journey is now done digitally. And decision makers consume at least 5 pieces of content before engaging with a sales rep. (www.superoffice.com)
Social media is where consumers interact with their friends and family, as well as brands. Many decisions are influenced by the content they are exposed to. This includes actual marketing messages from businesses, as well as what other people are saying about a brand.
The multi-step approach of social media (educate, inform, market) plays a major role when it comes to impacting decision-making. Even in-store purchases are influenced by posts seen on social media first. Customer service via social media also promotes sales as potential clients can get quick, personal feedback to questions or concerns (e.g. stockists, specifications, use etc).
Consistent useful, relevant, well-structured content can position the brand as a thought-leader or trusted advisor in their industry. The use of employee advocacy and social media influencers can also be pivotal in brand positioning. Online influencers, including a brand’s own clients and fans, are forms of word-of-mouth marketing that guide purchasing decisions. Along with great customer service, having excellent content and social media endorsers also contribute to total customer experience.
Stat: 57% of consumers say social media influences their shopping, led by Facebook at 44%. (www.wordstream.com)
And…. action! The above strategies all come together to persuade the user to take action. Social media has built-in options for different call-to-actions. These include driving online-based activities like promoting website traffic or direct purchases, as well as influencing offline actions like in-store visits. CTA messaging also can be customised to suit each businesses’ sales objectives.
Stat: Facebook is the preferred social platform of supermarket shoppers—89% use (www.wordstream.com)
And for those of you who think this is not for you because you have human sales consultants, think again. Social media can also be used for lead generation as well. Different strategies can be employed dependent on your business objectives and market, resulting in high-quality, up-to-date leads that your sales team can use to close the deal.
The best part is that social media provides accurate statistics that provide insight into the performance of activities. This includes actual social media stats (e.g. online conversions), as well as linking a business’s sales figures to social media activities to gauge purchase decision attribution. It gives you a snapshot of which activities result in the highest sales, providing insight for future activities.
Stat: Social media is fast becoming the go-to channel for sales people to find new prospects and reach their sales targets. In fact, 90% of top performing sales people now use social media as part of their sales strategy. (business.linkedin.com)
Social media has the tools, functionality, versatility and ability to support all phases of your sales cycle. When implemented correctly, it has the potential to increase sales results and return on investment. If you do not have the required expertise and resources within your business, consider consulting a social media specialist. It is worth the investment if the result is improved sales figures. Especially since social media strategists don’t just focus on once-off purchases, but on long-term relationships required for customer retention and repeat business.
After all, when it comes to business success, the bottom line is….. well, the bottom line.
Want to give your sales figures a boost? Make the call – contact Social Media 101 now. CLICK HERE to get in touch
Social Media Employee Amplification is one of the three main categories of social media advocacy marketing. The other two categories are influencer marketing and customer endorsement. Influencer marketing relates to promotion by traditional brand ambassadors like celebrities or affluent personalities. More recently, social media accounts with a large follower base have been added as influential entities. Customer endorsement refers to positive public commentary by clients and is considered word-of-mouth marketing.
This article focuses on the third and most intriguing form of advocacy, namely employee amplification. We will explain what this concept means, what the benefits to using it are, and highlight key considerations for implementation.
What is Social Media Employee Amplification?
In short, this approach centres on harnessing the power of your staff as brand ambassadors for your organisation. The process itself involves tapping into the value offered by employees through social media activities. This is done by encouraging staff members to publish or share brand messaging on their personal social media pages. The concept of employee amplification certainly adds a whole new dimension to the term “human resources”…..
“76% of survey participants said they were more likely to trust content shared
by their network (people they know) versus content shared by brands.” (Adweek)
Who should use employee amplification?
Theoretically, any brand could use this technique, regardless of organisation size or business industry. But success of employee amplification hinges on how your staff feel about the brand. Are they passionate about it? Are they proud to be associated with it? Do they believe in the service or product offering? The more loyal an employee is, the more authentic their endorsement will be. No staff member should be forced to publicly support their employer via their personal platforms if they are not keen to do so. Unhappy or unwilling individuals are likely to cause more harm than good.
“79% of firms surveyed reported more online visibility after
implementing a formal employee advocacy program.
65% reported increased brand recognition.” (Hinge Marketing)
Benefits of Employee Amplification
Reach & Exposure: Earlier is year, Facebook made a change to its algorithm that had a major impact for business pages on the platform (click here to read more). The change meant that users see more posts from their friends rather than business pages, drastically reducing organic reach by brands. Employee amplification means that you can counter-act this change as content shared by staff will not have the same restrictions as posts shared by your business page.
Using business networking platform LinkedIn as part of an Employee Amplification strategy is also a great way to gain exposure via employees’ professional networks. The platform has a viral quality to their algorithms in that every post that a user likes, comments or shares is directed to their contacts timeline. Content shared by users has a generally much wider reaching when compared to a business’s own page.
Organic reach: As mentioned above, posts shared by employees will have organic (free) reach. Such exposure would result in better social media figures that are unlikely to be achieved via any other unpaid method. It is therefore a financially beneficial technique.
Credibility & Engagement: Content shared by a staff member is largely seen by people that know the person thus adding a level of credibility to the message. Posts by network contacts will also have a higher engagement percentage (views, likes, shares, comments) than those sent directly from the brand’s account.
Business & Marketing: Other tangible benefits include increased sales, improved brand awareness and affinity, and a higher level of consumer trust in the brand. Not only do these elements positively impact bottom line objectives, but also support other company activities like recruitment due to favourable positioning.
“Company branded messages reach 561% further when
shared by employees versus branded.” (www.postbeyond.com)
Ways to promote staff support & activity success
Position relevant/key employees as thought leaders and trusted advisors. This not only impacts the brand positively, but also helps elevate employees’ personal brands. For certain companies, this could also lead to more business. For example, a high-level or high-involvement sale often relies heavily on the relationship between sales consultant and potential client. As most people research new acquaintances online, the more impressive; credible and trusted the brand’s employees look, the higher the possibility of closing the deal.
Include value-rich content for users: Centre messaging should on interesting or useful content such as articles or tips. If you need to send out direct marketing posts, incorporate some sort of value for the recipient, such as a great offer or valuable resource.
Craft posts in a way that makes staff want to share it with their audience. Again, valuable and interesting content is key. This includes posts shared directly from the brand’s page, as well as employee-generated content. Visually appealing, good quality content is imperative to encourage staff advocacy.
Make the process as simple as possible. This means providing them with suitable high-quality, correctly sized images. Written content for posts can be provided as well should certain employees prefer a less time-consuming option.
“33% of employees agreed that relevant content would
encourage them to share.” (postbeyond.com)
Employee Amplification Strategy & Risk Mitigation Tips
Start by getting staff trained on social media fundamentals. Training will provide them with a basic knowledge of social media etiquette (such as do’s and don’ts), as well as best practices per platform. This upskills and empowers staff. It also ensures a level of quality when it comes to social media activities. These skills will benefit them in both in their personal and professional capacities.
Have a social media policy in place to mitigate potential risk. This is an imperative requirement that needs to be in place before employee amplification activities start. It provides staff with rules to abide by and sets out company recourse if they fail to do so (including possible legal action). It is best to consult a legal expert knowledgeable on the social media legal landscape for advice.
Implement an internal social media procedure. Structure a plan that includes an approval process so that all content is screened prior to publishing. Each participating employee’s personal accounts should also be screened before they share any company posts. This will prevent the brand from unintentionally associating themselves with undesirable viewpoints that the employee may have on their page (such as prejudicial or controversial content).
Offer employee incentives. While you may be fortunate enough to have staff that are happy to share brand messaging out of sheer loyalty, use incentives as effective motivators. Whether you measure trackable data (e.g. clicks to website) or engagement statistics (such as comments, shares and likes), the choice is yours. You can also have specific rewards for a certain outcome, such as lead generation or recruitment referrals. You are likely to find quite quickly that the value gained from leveraging off staff resources far outweigh the incentive expense.
“31% of high-growth firms have a formalized employee
advocacy program.” (Hinge Marketing)
Social Media Employee Amplification is an under-utilized method that could open up vast opportunities for your organisation. However, it is a technique that requires planning, research and infrastructure before implementation. Statistics clearly reflect that the effort and resources required are a viable investment with attractive returns. In this context, being a statistic is a good thing – so get started now!
Need assistance with employee amplification? We can help with:
- Social media training workshops (employee amplification, personal branding, social media etiquette, how to understand and analyse data)
- Structuring customised social media policy and procedure documents
- Screening employee social media platforms
- Complete content and platform management
- Influencer marketing
…..and much more.
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