So, I recently had a fantastic chat with Scarlett, a real whizz when it comes to social media marketing. We delved deep into the world of employee advocacy programs and, honestly, the potential for using Facebook to amplify your brand reach is mind-blowing. I wanted to pick her brains on how to really get employees engaged and turning them into genuine brand ambassadors. Grab a cuppa, because I’m about to share all the insights I gleaned!
Creating a Content Calendar: Your Advocacy Roadmap
First things first: consistency is key. Scarlett stressed the importance of building a solid content calendar. Think of it as your employee advocates’ cheat sheet to social sharing success. The aim isn’t to turn them into marketing robots, but to provide a steady stream of interesting and relevant content they want to share. This removes the friction and makes it super easy for them to participate.
“Variety is the spice of life,” Scarlett said, emphasising that a good calendar needs a diverse mix. She suggested incorporating:
- Company News: Product launches, partnerships, awards – anything that showcases the company’s achievements.
- Industry Articles: Share valuable insights from reputable sources within your industry. This positions both the company and the employee as thought leaders.
- Blog Posts: Repurpose your own blog content, highlighting key takeaways and driving traffic back to your website.
- Visual Content: Eye-catching images, short videos, infographics – these are highly engaging and easily shared.
To bring this to life, Scarlett recommended a simple spreadsheet. Each row represents a day, with columns for:
- Date: The date the content should be shared.
- Platform: In this case, Facebook.
- Content Type: (e.g., blog post, company news).
- Link: The URL to the content.
- Suggested Caption: Pre-written captions that employees can use (or adapt!).
- Visual Asset: Link to the accompanying image or video.
Social Media Kits: Sharing Made Simple
Scarlett was adamant that making it as easy as possible for employees to share is crucial. This is where social media kits come in. These kits should include everything an employee needs to share a piece of content effectively:
- Multiple Caption Options: Provide a few different caption options to cater to varying personalities and audiences. This prevents everyone from posting the exact same thing, which looks less authentic.
- High-Quality Visuals: Professional-looking images and videos are essential. Avoid anything blurry or low-resolution.
- Relevant Hashtags: Research and include relevant hashtags to increase visibility.
- Link Shorteners: Use link shorteners (like Bitly) to track clicks and make links more visually appealing.
Generating New Business: Facebook Innovation
It’s not just about broadcasting, it’s about engagement. The beauty of employee advocacy on Facebook is its potential to generate new business. How? By tapping into employees’ networks and building trust.
“Think about your target audience,” Scarlett advised. “What are their interests? What problems do they have?” The content your employees share should address these interests and offer solutions. This means sharing valuable information, not just promotional material.
Scarlett mentioned a clever tactic: encouraging employees to share personal experiences with the company’s products or services. These authentic testimonials are incredibly powerful and resonate much more than traditional advertising. Think, “I used our new project management software and it completely revolutionised my workflow!”
Also, encourage your employees to actively engage in conversations on Facebook. Responding to comments, answering questions, and sharing their expertise helps build relationships and establish them as trusted advisors.
Training, Guidelines and Incentives: Nurturing Your Advocates
Employee advocacy isn’t just about handing out content. Scarlett emphasized the importance of training. Employees need to understand the program’s goals, best practices for social media sharing, and the company’s social media guidelines. Explain what they should and shouldn’t share, how to handle negative comments, and how to protect the company’s reputation.
Guidelines should cover tone of voice, confidentiality, and legal compliance.
Finally, consider incentives. These don’t necessarily have to be monetary. Recognise and reward employees for their contributions. Feature their posts on the company’s social media channels, offer small gifts, or simply acknowledge their efforts publicly. Gamification, with leaderboards and badges, can also be highly effective.
So, there you have it! My conversation with Scarlett really highlighted the immense potential of employee advocacy on Facebook. It’s about providing your team with the tools and knowledge they need to confidently share content, build trust, and ultimately, amplify your brand’s reach and generate new business. By creating a well-structured content calendar, equipping them with social media kits, providing thorough training, and offering appropriate incentives, you can unlock a powerful marketing force within your own organisation. It’s time to turn your employees into your most valuable brand advocates!
