When companies wish to empower their employees and social media brand advocates, certain regulations must be laid down in order to protect both the employee and the brand itself.
These regulations must include a watertight social media policy to prevent PR mishaps leading to a negative impression of the company. By providing training in conjunction with your social media policy, you can create a self-governing mindset among staff where they adhere to guidelines without senior management authority.
In the current digital environment, companies come under a large amount of scrutiny. If a company or a representative of a company writes something controversial it is often picked up my news agencies within minutes. Supplementary training must be given to all employees to ensure the company is not shown in a negative light.
Social media training should be given to employees to teach them how social online platforms can be used effectively, safely and securely. By combining offline assets such as employees and training resources, companies can benefit online on a much larger scale. Training employees to communicate effectively online will also lead to stronger relationships between the customer and the company.
Social media training is provided by a plethora of sources. In order to benefit from effective training, the company must provide a course which provides in depth information whilst also remaining engaging.
The 3Ms resources – men (Or women!), money, and minutes
- To effectively run a digital campaign in which employees are empowered as brand ambassadors, at least 10% of staff should be involved. This will ensure at least a minimal level of engagement from external consumers.
- Running a campaign via social media is free, but media monitoring tools will have to be purchased. Although once these tools are purchased some can be used indefinitely, by sinking costs into media monitoring software, companies can cover the cost of the tools of a long period of time. Other media monitoring tools such as Radian 6 are available via subscription, which may lead to a better value for money.
- Effectively executing this strategy will take time, it cannot be seen as a one minute fixmanoeuvre. Appropriate social media monitoring and training is a full-time task and it best to have at least one member of your marketing team who is experienced in social media marketing.
Executing this strategy.
The first part of planning is to run an in-house audit. What is currently happening in your business? Are you prepared to market on social platforms? How much marketing collateral can be recycled online?
Next comes strategy planning, deciding what approach to take. Most usually companies choose to lead with content marketing, this can be a potent mix with empowered employees as they can share the content much faster than it would be shared organically. Therefore increase the potential for your content to go viral.
Thirdly comes, employee preparation. This will be the most time consuming part as employees require social media training, in addition, policies will now need to be drafted in order to set guidelines about what employees can and can’t say about the company.
Finally, ENCOURAGE PARTICIPATION! Lead by example, when people feel like part of a team or part of a collaborative goal. They will be more inclined to take part. If necessary, offer incentives or competitions to get your workforce online!