Why a Clear Brand Story is Crucial for Multiple Social Accounts & Optimal Employee Advocacy

on May 3, 2016

Why a Clear Brand Story is Crucial for Multiple Social Accounts & Optimal Employee Advocacy

With the prominence of social media, many companies have more than just one account on the major networks. After all, with 85% of B2B buyers expecting companies to engage them via social, that level of involvement in the dynamic marketing vein is important. But without a focused approach, you’ll easily lose ground.

Multiple accounts can be unwieldy and hard to manage, but by making the extra effort to rein in all parts of your online presence—be it your company’s main account, product accounts and even employee accounts on Facebook, Twitter, LinkedIn, etc. —You’ll be prepared to send a cohesive message about your brand, and consequently, make a much stronger case about why your products and solutions are the best.

Here’s how to rein in those accounts and harness the power of a unified social media marketing front for your business.

1. Construct a Brand Story and a Flowchart

Before you can get to where you’re going, you need a map. In terms of your corporate social accounts, to unify everything around a common goal, you have to define that goal in the first place.

The best way to reach a goal in a cohesive manner is to use storytelling to your advantage. Today’s B2B marketing landscape depends on the narrative of a company to express core values to connect with customers. A great way to articulate those values is to refine what your company’s “brand story” is for as many products and services existing under the corporate umbrella. That can be consolidated into one or a few paragraphs, by answering the following questions:

[Tweet “85% of B2B buyers expecting companies to engage them via social”]

Once you’ve nailed down the brand story, construct a flowchart that describes how your multiple corporate accounts are linked together to tell that story. A flowchart will help you and your marketing team understand how the “story” will flow organically through social posts. A natural hierarchy should be reflected in the flowchart: the brand’s identity should unfold first throughout posts in the main company social profiles, then through product and service accounts and finally individual employee accounts.

Once the marketing department as a whole understands the layout of the unfolding story, you’ll have much more clarity on what your social content and lead engagements should look like at any given time. You might even, in concert with your team, create some sample posts from each type of social media account (main, product and employee) to clarify that roadmap even further.

2. Solidify the Reorganization of your Social Media Presence

Now, it’s time to evaluate the whole picture. This involves assessing how organized your company’s social presence is currently, and involving corporate leadership as you refine and push its limits for the better.

Perhaps you don’t yet have an organized advocacy program, or your company’s advocacy efforts have been scattered, with the lion’s share of lead generation happening through the main corporate marketing outlets (such as the company’s Facebook Page or LinkedIn profile). In such cases, the first task is to tighten things up:

The next thing to do is get corporate leadership on board. While they may be leaving the nitty-gritty of marketing to the marketing department, especially when it comes to the relatively young and still experimental world of social media, you can point out to C-level leaders what social approaches are already producing good ROI.

Once they’re sold on the value, they themselves will be re-energized to maintain regular social activity, as well as be more amenable to efforts to increase social reach (e.g. by approving new social media accounts for each product vertical, customer support and other corporate entities).

3. Implement Reorganized Social Advocacy with a Flexible Approach

With a clear roadmap and decision-making stakeholders on board, it’s time to start posting to all accounts in such a way that they all support each other and cleanly articulate the exact same central corporate messages—even if in different voices.

However, remember that the newly-unified efforts should never be rigid. The new advocacy plan must remain open to adjustment. In the ever-changing world of social media marketing, you’ll want to encourage engagement across all profiles, whether the catalyst happens to be breaking industry news or conversing with a very interested prospect who has something to tell or ask the company.

Here’s how you can keep your advocacy efforts flowing and producing a positive ROI:

If your now-unified advocacy remains open to constant improvement, your entire marketing machine will only grow stronger over time.

Multiple accounts can create confusion for a B2B marketing manager, but an optimized approach to advocacy means that the company functions as a healthy and thriving entity, attracting prospects as time goes on. Use the above strategies for reining in your company’s accounts, and you’ll prove that to be true.

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