Right, let’s dive straight in! I recently had a fantastic chat with Courtney, a real whizz when it comes to social media strategy and, more specifically, how businesses can harness the power of their own employees to boost their brand on Facebook. We were chewing the fat about all things employee advocacy and internal Facebook groups – it was an absolute goldmine of information!
First things first, we tackled the idea of Employee Advocacy Programmes. Imagine your workforce as an army of brand ambassadors, all organically sharing positive news and engaging with potential clients. Sounds good, right? But how do you get there? It all starts with a solid onboarding process for new employees.
“The first few weeks are crucial,” Courtney explained. “That’s when you can really get new starters excited about the employee advocacy programme. It’s more than just asking them to share stuff; it’s about showing them why they should.” So, what does that onboarding look like? Courtney breaks it down into manageable chunks:
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Social Media Guidelines: A clear, concise document outlining what’s acceptable and what isn’t. Think ‘dos and don’ts’ – no controversial opinions, represent the brand professionally, and always disclose your affiliation. Courtney stressed the importance of language, “Make it friendly and approachable, not a list of rules that feels like a telling off!”.
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Content Best Practices: Giving employees the tools to succeed. What kind of content resonates best? How to write engaging posts? What images and videos should they use? “Provide templates and examples!” Courtney insisted. “We have pre-written posts, image banks, and even short video tutorials. The easier you make it, the more likely they are to participate.”
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Benefits of Participation: Crucially, explain why they should get involved. Is there a reward scheme? Does it boost their professional profile? Does it simply make them feel more connected to the company? “People are more motivated when they understand the ‘what’s in it for me’,” Courtney said.
Courtney also highlighted the importance of an Internal Facebook Group. “Think of it as your company’s virtual water cooler,” she said. “It’s a place for sharing updates, celebrating achievements, and fostering communication.” This is where the magic really happens. Here’s how Courtney suggests setting it up:
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Purpose-Driven: Be clear about the group’s purpose. Is it purely for sharing company news? Or is it also a place for general discussion and team building?
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Active Moderation: Ensure someone is actively moderating the group to keep discussions on track and address any concerns.
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Encourage Engagement: Post regularly, ask questions, run polls, and create opportunities for employees to interact with each other. “Don’t just broadcast,” Courtney warned, “make it a two-way conversation.”
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Content Sharing Hub: This is where you can share those pre-written posts, images, and videos. Make it easy for employees to grab and share content to their personal profiles.
Okay, so how do we leverage all this to generate new business? Courtney’s answer was simple: understanding your target audience.
“You can’t just bombard people with generic company updates,” she explained. “You need to understand their interests, their pain points, and what kind of content they’ll find valuable.”
This means encouraging employees to share content that resonates with their own networks. For example, if an employee is connected to a lot of people in the marketing industry, they might share articles about the latest marketing trends, showcasing the company’s expertise in that area. “It’s about adding value, not just pushing products,” Courtney emphasised.
Also, and importantly, Encourage engagement – but keep in mind to engage in a way that is useful to the people reading your posts, always considering what their interests are, and keeping in mind that you are representing a company. So, always make sure that your posts are useful, and that you are not engaging in a way that is going to negatively impact the company that you are representing, while still being friendly, and professional.
So, to recap, employee advocacy is an incredibly powerful tool, but it needs to be approached strategically. A well-defined onboarding process, a vibrant internal Facebook group, and a deep understanding of your target audience are all essential ingredients for success. By empowering your employees to become brand ambassadors, you can tap into a vast network of potential customers and generate new business opportunities. It’s about building relationships, fostering trust, and showcasing the human side of your brand, which is something that Facebook, when used correctly, excels at facilitating.
