Investing in company employees is comparable to investing in customers. When employees are happy at work, it comes through in their communication – whether it’s direct, or social. Employees can be a sincere source when sharing content and communicating with potential customers – they just need to be properly equipped. When the right circumstances are in place, employees can be an integral part of company messaging.
Empowering employees to share content and socially publicize company messaging can have a profound effect on office culture, employee morale and organic communication about the brand in general. Employees can be your best advocates, once they’re equipped with the knowledge and content necessary to get messages out through their own social channels.
Creating an advocacy program for employees to participate in social media for your business can be a lucrative feat. Such a program can cause a shift in employee and customer satisfaction, thereby:
According to research by Altimeter and LinkedIn, “Relationship Economics… dictate that when businesses value people, experiences, and aspirations, they reap benefits measured in profitability, loyalty, and advocacy.” 2 The research indicates that investing time, value, listening, and engagement in social media can help relationships thrive and workforce/business performance becomes more optimistic and productive.
A recent Gallup survey revealed that 63% of employees are not engaged, while 24% are actively disengaged. Due to the very nature of our social-centric economy, this can hinder business growth, increase employee turnaround and eventually lead to a lackluster corporate culture. According to Altimeter, “relationship economics drives social business transformation”. Not only are businesses competing for customers, they’re vying against each other for talent as well. The main premise behind Relationship Economics is that it creates emotional connections with both consumers and employees; it increases word-of-mouth, which can in turn drive referrals and eventually, ROI.
Programs such as these create a more socially centric community in the workplace and can enhance efforts for a business to become a social business. Employees spend the bulk of their days at work, and successful social businesses are investing in them to breed loyalty, encourage morale and grow social standing. Employees who are engaged with their employer tend to work harder and be committed to the overall success of the brand. CMS Wire surveyed executives from over 200 large businesses and almost all reported having some kind of employee engagement program, but just 43% said their efforts were “significant” and “well-coordinated throughout the company.” They reported that a lack of employee engagement strategy is responsible for inhibiting engagement efforts, and just below that, follows the inconsistency of buy-in from middle management and lack of ownership or accountability.
For brands to establish themselves as social businesses, starting “at home” can build a strong foundation for future social efforts. Creating an environment that fosters social sharing can lead to more loyal, enduring employment, and can also invoke a strong sense of employee pride.
For teams using social media dashboards, like those in Tracx, making sure everyone who uses these tools understands these changes should be a top priority.
Brands that have not relied on organic reach in Facebook and Instagram will not likely see any changes this year. Those who do will need to take a serious look at other options.