How Segmenting Employees Can Improve Social Advocacy
Getting your employees to share your social media posts is a great way to increase your reach, engagement, and most importantly, conversions. Instead of providing all of your employees with the same social advocacy board, segment your employees to help provide them with relevant posts to share and make it easier for you to measure the success of individual teams and departments. 96% of B2B marketers say segmentation is the most valuable method for improving conversion rates.
An important step to a thriving employee social advocacy program is making it as easy as possible for your social advocates to share and find content related specifically to them. Leads developed through employee social marketing convert 7x more frequently than other leads. Instead of using one social advocacy board for all employees, create multiple boards that focus on different segments of your social media strategy. This allows your employees to see the social media posts that are related to their department or service.
Before creating multiple boards, think thoroughly of how it makes sense for your company to segment. Perhaps it makes sense to divide by different departments such as recruiting, marketing, sales, or it may make more sense to separate by different products. Segmentation must align to the needs and objectives of your marketing strategy.
You can also tag individual posts with subjects to allow your employees to sort and see the posts specific to their needs, such as different products or markets. By segmenting and tagging posts, it makes it easier for your employee advocates to find the content relevant to them, which in turn keeps participation in the program high. Rather than riffling through all of the content for all departments, the social advocate has all the information they need, saving time and reducing risk of the messages being lost. Brand messages reached 561% further when shared by employees vs the same messages shared via official brand social channels, so it’s important these messages are being seen and shared to the appropriate audiences.
By creating multiple boards and segmenting the audiences, you can measure the success of each team to see what areas are performing the best and what is lacking. You’ll be able to easily report on what team is having the highest conversion rate. Today, an employee advocate is 2x more trusted than a CEO. It is imperative to the success of your social employee advocacy program to create multiple boards and tag posts in order to increase participation levels and measure the success of each team.
Cover image via @Jeffrey Beall