We’re a competitive bunch at Mambo, and if you’re friends with one of us on Facebook and we have encouraged you to Like the Mambo page, there was a good reason for it – we wanted to WIN the “Who can get the most Facebook friends to Like Mambo?” contest!
Social posts by employees from their personal accounts feel more authentic than brand-driven content, so your employees should know that:
• Your management team understands the benefits of having employees who talk about their company
• There are guidelines for when and how they should mention your company and its products or services
• Employees aren’t required to participate in social engagement, but you are willing to reward them for it.
I’d like to share 3 questions to consider that will help you get started on building a culture of employee engagement:
1. What do you want employees to share?
Think about your current marketing and PR initiatives that your employees could jump-start on their own social channels. These initiatives might include:
• A new product launch or other announcement
• coupons or discount codes
• event marketing
• customer stories
2. Where do you want them to share?
Which social media channels would integrate best with the initiatives you’ve chosen to focus on for this month? For example, Facebook would be an appropriate channel for your employees to share a pizza coupon with their friends. LinkedIn might be the best place for them to recruit for an open position.
For some initiatives, you may decide to focus on your company channels. Your contest could ask employees to write the best blog post or video script about the initiative.
3. How can you keep track of engagement?
There are employee advocacy platforms that make it easier to set up and track employee efforts, but you can also keep it simple:
• Have employees use a hashtag in their posts for easy tracking on platforms such as Twitter, Facebook, Pinterest and Instagram
• Have each employee self-report their social media sharing on a company whiteboard in the break room or in a Google Docs spreadsheet
• Consider awarding quality as well as quantity in social sharing. The “Best tweet of the month” may be even more important than the “Most tweets during the month.”
No matter how you decide to encourage a culture of employee engagement, make sure the winners are both rewarded and lauded within your team.
Do you encourage your employees to share your marketing initiatives on their social media channels?