How to Define Employee Advocacy Goals…Beyond Increasing Reach
Employee advocacy is a great way to leverage your employee’s social networks to increase the reach of your social media. However, increased reach should not be your only employee advocacy goal. By defining the specific clicks, conversions and revenue you are looking to get out of your advocacy program, you can better structure the program to achieve results. By segmenting your employee advocacy into separate boards based on campaign goals, you can tailor the content and measure the success of each board. With content shared by employees receiving 8X more engagement than content shared by brand channels. It is the marketing team’s responsibility to make sure employees are sharing the most relevant content for their audience.
Define Your Goals
There are many goals you can set for your social media strategy, and you may have multiple goals that you need to align with. For instance, you may use social media to generate new leads, keep existing clients engaged with your brand and for recruiting purposes. 33% of B2B marketers cite “targeted delivery of content” (i.e., delivering the right content to the right people at the right time) as their biggest challenge.
Segment Your Audience
With goals defined, you can segment your employee advocacy boards into separate boards aligning with the campaign goals. Create content that is specific to each advocacy board and align the content creation to your overall strategy. 44% of B2B marketers have a documented content strategy. By creating multiple boards, you also make it easier for each segment to find the content they need to see, thereby keeping the advocates engaged and responsive.
Measure the Results
By defining goals and segmenting your audience and advocates into multiple boards, you can easily measure each board to see which goals are being reached. The segments keep goals and results organized – if one board is not performing as high as the others, it would be time to reevaluate what you are doing differently and how to improve that goal.
Brand messages are re-shared 24x more frequently when distributed by employees versus the brand. By having defined goals and a segmented audience based on different campaigns, you are able to target your focus on specific results, besides just increased reach. You’ll be able to reach the correct audience at the right time with the right content.
Cover image via @Chris Dlugosz