As originally seen on Forbes
Over the past weeks, I’ve talked a lot about how to launch an employee advocacy program and how it can help both you and your employees to be more successful. But the work doesn’t stop there. Once you have your employees up and sharing, there are a few key levers to pull to maximize your results.
1) Share Content That Adds Value
There are three types of content that you really want to focus on: value-based content, congratulatory content, and updates on your company. While all of these are fairly self-explanatory, 80% or more of your content should be value-based.
Value-based content is content that educates your market. It is content that demonstrates your expertise, without being stuck behind a paywall. It’s a great way to show that you are a leader in your field and to educate your connections and stay top of mind.
Secondly, we have congratulatory content. These are appreciation posts about an employee, showing how important they are to you. It’s a great way to let the world know the valuable members of your team. This content isn’t going to bring you business, but performs surprisingly well, especially if it congratulates new partners at a firm or other significant personal accomplishments.
Finally, updates about your company. These keep your audience in the know and updated, whether you be adding new team members, changing things up with your business, or getting sold. These are the least valuable and most prevalent posts on social media. Before posting your updates, always ask the question: why does this matter to our customers or potential customers? If that answer is, “it doesn’t matter” then don’t post it.
Everyone’s seen Pixar’s classic, Finding Nemo. Well, in addition to having many wonderful metaphors for life, parenthood, and growing up, it has some great things about social media. We’ve all heard the adage “just keep swimming, just keep swimming.” Well, this is key to success on social media.
Consistency is incredibly important to any employee advocacy campaign. You need to be getting your employees to share on, at least, a weekly basis to be impactful and highly visible.
There are some wonderful tools online that makes this really easy. For instance, employee advocacy software, Clearview Social, allows you to put together content to send to employees at anytime and then you can schedule when the content goes out to your employees for them to share. Other free tools, like Buffer and Hootsuite, are worth checking out as well. The majority of professionals who are highly active on social use some sort of scheduling tool to keep this up.
3) Suggest Comments
Sometimes just giving your employees content to share isn’t enough. Random posts without added commentary perform below average on social media. Creating a habit of value-added commentary is key to driving higher levels of engagement for content.
Here is how you can help:
When prepping content to send off for sharing from your employees, add just a short suggest comment that invites people to interact with the post. If you’d like to learn more about creating the perfect comment, check out this article.
4) Optimize Sharing Times
When are your employees sharing?
Are they sharing as soon as you send the content to them? Are they frantically trying to get everything out the last day of the week?
To be honest, neither of those options are too great.
Another thing that employee advocacy software can help with is sharing out content at the highest traffic points on social media, ensuring that the most eyeballs see your content.
For instance, Clearview Social has an AI called PeakTime that does that very thing. When your employees share, Clearview will make sure it doesn’t share right away and will instead schedule the post for those high traffic times. Buffer, Hootsuite, and other tools all have their own scheduling tools.
5) Feed Into Their Competitive Nature
I love watching the Olympics, they tap into this strong drive to win. I may not ever really know how to swim, but I cheered as I watching the US team win multiple medals. Employees are wired for competition as well. Feed into that with competitions.
So how do we get them to start?
We offer a medal to the winner. (Or some real prize that has a cash value)
There are multiple ways to structure these competitions. King of the hill - most active employees wins a price. Lottery - everyone who has shared once a week is entered into a raffle to win a prize. Or my personal favorite, Share the Wealth. A small prize is awarded to everyone that shares the weekly amount expected of them; I’ve actually seen the best results with this last type of competition.
Many of the best employee advocacy programs I’ve seen use a competition of some sort. Competitions just create a culture of employees who are consistently looking at how they’re performing against their peers.
All in all, none of these five things are that complicated, but they are all-powerful. If you have found something else that helps to boost employee performance, feel free to tweet me @adriandayton and I’ll feature your idea in my next article.
As originally seen on Forbes