One of the many struggles that B2B social media marketers face is getting the rest of the organization involved in social. From CEOs to interns, getting your employees to share your social content and contribute to your online presence can have a major impact on your social media effectiveness.
We recently talked with a few of our clients about their employee advocacy programs to get a better idea of the kinds of employees they deal with. Here are the most common employee types:
- Influencers and Evangelists: These employees are very social savvy. Whether you have a formal employee advocacy program or not, they will be sharing with their audience regularly. Your goal with this group should be to present them with your social media content in a way that makes it easy for them to add it to their existing presence.
- Digitally Savvy: These employees know what social media is and may even be somewhat active, but they find it difficult to do it regularly. One of the roles that falls most often into this category is salespeople. Despite the fact that 53% of salespeople want help in understanding social media better, 93% have not received any formal training from their company. Providing these employees with content they can easily share and guidelines for how to make the most out of their social media presence can help improve their jobs as well as increasing the reach of your social content.
- Social Media Stumped: For a variety of reasons, these people don’t and will never use social media. If the person is an important sales executive or senior level employee where having them present on social media is important, you may need to manage their presence for them.
Understanding the level of social media experience and interest your employees have is a good first step to putting together a social media strategy that includes them. With an employee advocacy board, you can also make it easy to offer them suggested posts and track their progress.
How do you motivate your employees to contribute to your organization’s social media? Let us know in the comments.