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Leadership by example in social business is mandatory. How many executives are connected to all of their employees on LinkedIn? How many follow their core leadership team on Twitter? Answer: “Few.” How many employees own a mobile phone and participate in some type of online or social communication? Answer: “Most.” How many employees are true brand advocates, experienced social bloggers and are trusted brand voices in online communities? Answer: “Few”.
So why not invest in yourself and your brand and bring your best social business asset fully forward to speak for your brand?
Organizations must activate their executives and work to make employees the central figure in their brand stories. Employees sharing value based content is a key way to build reputation and credibility with your customers.
“Employee-generated content is king because it is perceived to be the truth”.
Employee Advocacy Statistics:
- 90% of consumers trust “people they know” when seeking purchasing advice (BCG/Altimeter Group).
- 91% of B2B buyers are influenced by word-of-mouth when making their buying decision (USM).
- 53% of B2B customers trust friends and colleagues when making purchase recommendations (BCG/Altimeter Group).
- 61% of IT buyers report that colleague recommendations are the most important factor when making a purchase decision (B2B Magazine).
- 45% of social strategists say that developing an employee advocacy program is a top priority (BCG/Altimeter Group).
“Your employees are your best and most trusted storytellers”.
Employee Advocacy Insights:
- Lead by example and your team will follow.
Executives and managers should be creating and sharing blogs, white papers, case studies, statistics and other value-based content to set the example and fuel employee advocacy from within. Word of mouth advertising and social business success will be achieved with active leadership from the top.
- Integrate employees from all generations into your online marketing campaigns. Online content marketing campaigns are not just for younger customers. Older employees provide a significant, untapped resource, advocacy group and knowledge base to attract core customers.
- Empower your employees to tell the story in their authentic voice and manner. Content strategy should set the guidelines for the broader brand story and topics. Train your employees in the necessary skills and communication. Brand awareness and lead generation will follow.
- Involve your employees in the process of creating interactive content – it is effective, engaging and fun. Make your employees the leads in the story. Experiment with video now and work the kinks out of your product and editorial processes.
Socially Savvy provides a social business curriculum to teach social media skills and effective business communications for the connected economy. We train individuals and brands across corporate, education and government sectors.
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