Right, let’s talk Facebook. We all know it’s there, we all probably use it, but are we really using it to its full potential for business? For ages, the focus was on getting those shares, wasn’t it? ‘Share this! Share that!’ But I realised something: a simple share, while good for visibility, doesn’t build relationships. It doesn’t spark conversations. And it certainly doesn’t guarantee leads. So, I went on a bit of a mission: to move beyond the share button and foster meaningful interactions. And a core part of that involved our own team.
The first, and perhaps most crucial, step was building an Employee Advocacy Program. Now, this isn’t about forcing anyone to do anything. It’s about empowering them. About making them want to share and engage. The key is authenticity. Your team are your best storytellers; people connect with people, not corporate logos.
So, how do you get them on board? Firstly, training is vital. Not just on how to share, but on what to share and why. We ran workshops focusing on our brand values, our target audience, and how to tailor messages to resonate with their own networks. We showed them how to write compelling captions, ask questions, and respond thoughtfully to comments. Crucially, we provided clear guidelines on what not to post – avoiding controversial topics, respecting privacy, and maintaining a professional tone. Remember, they’re representing the company, even on their personal profiles. We even used fictional scenarios that mirrored real world events and customer concerns to provide training in a controlled and safe environment.
Next up, we created an Internal Facebook Group. Think of it as your company’s virtual water cooler. This group serves several purposes. Primarily, it’s a hub for sharing company updates, news, and achievements. We encourage employees to share their own success stories, projects they’re proud of, and any positive customer feedback they’ve received. This fosters a sense of community and pride.
But it’s not just a one-way broadcast. The group is also a forum for discussion. We regularly post questions related to the industry, asking for employees’ insights and opinions. This not only generates valuable ideas but also encourages them to think critically about the business and its challenges. We also encourage them to share relevant articles and resources they find online, positioning them as thought leaders within their own networks.
However, remember to approach things with caution. You have a diverse group of people with diverse points of view and their own lives and engagements to manage. You have to be respectful of their position and their time, consider their interests and motivations and take into account the time they are giving you in considering your companies posts, and asking them to interact with others.
Furthermore, the internal group becomes a source of inspiration for external posts. We encourage employees to adapt content shared in the group for their own Facebook profiles. Of course, we provide suggested captions and visuals, but we also encourage them to personalise the content to make it their own. This ensures authenticity and prevents the messaging from sounding too corporate.
One of the biggest wins was teaching people how to handle comments effectively. If someone comments on an employee’s post with a question or a concern, we encourage them to respond promptly and professionally. Even negative comments can be turned into opportunities for engagement. By addressing concerns directly and demonstrating a commitment to customer satisfaction, employees can build trust and credibility.
So, what are the results? Well, we’ve seen a significant increase in engagement on our employees’ Facebook posts. More importantly, we’ve generated some high-quality leads through these interactions. People are more likely to do business with a company they feel a personal connection with. By empowering our employees to become brand advocates, we’ve built stronger relationships with our target audience and created a more authentic and engaging online presence.
Ultimately, it is about leveraging the power of your people. Equip them with the right knowledge, the right tools, and the right motivation, and they’ll become your most valuable asset on Facebook. You empower your team and provide them with the infrastructure to build strong relations between both your team and your company and the clients that can use your services.
