DRIVE SOCIAL MEDIA ENGAGEMENT

FROM YOUR EMPLOYEESUsing 4 Simple Tactics

One challenge that many businessesface is how to increase engagement ontheir social media platforms. It’s great tocreate engaging content, but if it’s notbeing posted, shared, or liked on socialmedia platforms, it’s essentially useless.

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Best practices indicate that social shareicons that tally how many people haveshared content increases virality. Butthere is an inherent risk in pulling backthe curtain on the number of shares yourcontent is receiving.

What do you do?

employeeengagementWe've found that

is a key component toincreasing this kind ofengagement.

Most companies — especially B2Bs —are wary of asking employees to shareblog content. Businesses need to resetthis frame of mind because it is theiremployees that will give content the legsit needs to reach potential clients.Companies should consider employing a

We found that the following steps werehelpful in gaining acceptance.

content advocacy program.

Every well-planned projector program has a “captainof the ship.” Select a pointperson who will steer thecontent and social mediaefforts in the right direction.This individual should havesome knowledge andexperience working withsocial media channels.

1. Identify a Point Person

If this type of person doesnot exist in your company,provide education andtraining to staff to get theprocess started.

Gather the key employeeswho would share content.Outline your contentstrategy. Collaborate aroundgoals, messaging, andmilestones. Whenemployees are a part of thisprocess, they will be moreopen to sharing your contentvia social media.

2. Inclusion Increases Acceptance

Most employees don’t realize the directcorrelation between blogs and potentialclients.

Using very basic analytics, you can outlinehow your content is driving leads.

At HLD, we have implemented an RSSfeed that sends an email to employeeswhen a new blog post is live on thewebsite, a subtle reminder for them toshare our content. We also addedwidgets that make the sharing processas simple as a click followed by a self-generated message. Although weencourage our employees to customizetheir messaging, sometimes this taskcan be very overwhelming, especially ona busy day.

3. Make the Process Simple

Additionally, we encourageemployees to share ourcontent via social media

platforms where they feel mostcomfortable distributing it. It’s

no surprise that LinkedIn,which is of course a business-

oriented social platform,receives more shares of this

content than Facebook.

Increased social media sharesfor your content legitimizesyour organization’s message.It’s important to share this datawith employees. Show themhow the content is performingand how their efforts are aninstrumental first push tocreating shareable content thatreaches potential clients.

4. Provide Validation

The more involvement you receive from yourcompany, the better this content will perform. Whenyour management and employees begin to realizethat the dynamics of social influence areoperational – not merely theoretical – acceptanceand adoption will become much easier.

The content posted and sharedthrough social media can takemany different forms.

Tapping into your company’s blogs, videos, photos andevents will open up even moreopportunities for employeesto get involved.

HLD is a one-of-a-kind marketing

firm where creatives and techies

speak the same language...and

share a single-minded focus.

This is "The New Marketing" that

links left- and right-brain

thinking and creativity with

technology and traditional with

digital.

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