Marketing
Monday April 12, 2021 By David Quintanilla
How to Create an Employee Engagement Social Media Strategy


An worker engagement social media technique doesn’t should be sophisticated. Merely contain staff in your social technique to preserve them extra engaged at work whereas extending your social attain.

The Edelman Trust Barometer reveals that folks have a lot larger belief in common staff (54%) than in an organization’s CEO (47%). Their belief in an organization’s technical consultants is even larger (68%).

Getting staff concerned in social media permits you to reach your market via the voices they’re most probably to belief. On the similar time, it permits staff to showcase their firm pleasure and trade experience.

What is a social media employee engagement strategy?

A social media employee engagement strategy is a plan that outlines how your employees can amplify your brand’s visibility on social media.

It should include tactics that encourage your employees to share branded content to their social media profiles as well as tools that help you distribute content to your team and track performance.

6 quick tips for creating an employee engagement social media strategy

1. Send out an employee survey

According to the Edelman Trust Barometer, 73% of staff count on to be concerned in planning at their job. If you happen to plan on utilizing social media to enhance worker engagement, it solely is smart to ask staff how this system may work finest for them.

Hootsuite surveyed staff and realized that completely different groups needed completely different social sources. The content material staff needed to share diversified throughout departments and areas.

So, when planning the right way to interact staff on social media, it’s essential…

2. Present the suitable content material to the suitable staff

Hootsuite created a content material council to ensure staff have entry to the content material they’re most probably to share.

The council contains representatives from numerous areas and departments throughout the group. Every member of the council supplies no less than two related items of content material monthly that staff can share to their social channels.

Every of the content material council members can be an advocate for the worker social engagement program inside their group.

When the meals providers and amenities administration firm Sodexo launched their worker engagement program, they began with the chief group and senior leaders.

They designed the content material round thought management and stakeholder outreach. It was enormously profitable, reaching 7.6 million people and serving to safe a high-value contract.

After this preliminary success, Sodexo expanded into extra worker engagement on social. This prolonged worker engagement focuses much less on thought management. The content material is designed to inspire staff. It helps them broaden their social attain whereas driving site visitors to the Sodexo web site.

Workers’ social posts, typically utilizing the #sodexoproud hashtag, now drive 30 % of all site visitors to the positioning.

3. Present loads of content material

Workers are more likely to share after they have loads of choices. They need content material that feels related and attention-grabbing to their social connections.

Essentially the most profitable worker engagement packages present their staff with 10 to 15 items of shareable content material to select from each week.

However don’t let these numbers overwhelm you. You don’t should create this a lot content material proper from the beginning. The necessary factor is to get your program going. Goal for one new publish each day at first. Work your method up to a couple posts per day when you begin to study which forms of content material resonate finest along with your group.

Keep in mind that your worker engagement content material shouldn’t solely promote your merchandise. You need staff to really feel like there’s worth within the content material they share. That would embrace informative weblog posts, job listings, or trade information.

4. Run a contest

As we’ve proven in our posts on social media contests, prizes is usually a nice motivator. A contest is usually a great way of getting staff concerned in social media. It may very well be a one-time giveaway or an everyday month-to-month competitors.

Hootsuite runs an ongoing incentive program anchored by a month-to-month contest. The main points are completely different each month. One month, entry could be based mostly on assembly a minimal variety of shares. One other month, staff might need to be among the many prime sharers to enter. The aim is all the time the identical — getting as many staff to share the corporate’s content material to their social media accounts.

The prizes are completely different each month so there’s all the time new motivation for workers to examine for nice content material they could wish to share.

5. Get staff concerned in product launches

Odds are, your staff are excited when your organization creates one thing modern and new. Get them concerned in spreading the phrase by creating shareable social content material for every new marketing campaign.

“Our worker engagement program has grow to be a key pillar of our go-to-market for marketing campaign launches,” says Brayden Cohen, Hootsuite’s Social Advertising and Worker Advocacy Crew Lead.

Get your inventive groups concerned in planning the right way to create content material for worker engagement campaigns. The strategy could be just a little completely different from the launch content material you create in your personal social channels. Give your group one thing they’ll be actually excited to share.

“We work with our inventive groups to make sure the content material is modern and stands out for our staff to share to their networks,” Brayden says. “This has been a brand new strategy for us with unbelievable outcomes up to now.”

As soon as your launch marketing campaign content material is able to go, ship an inner announcement. Present particulars in regards to the launch and any campaign-specific incentives in your group.

Meliá Hotels International launched a #StaySafewithMeliá marketing campaign to welcome visitors again to its accommodations after closures final 12 months. They labored with each influencers and staff on the marketing campaign to broaden their attain.

Workers shared the marketing campaign greater than 6,500 occasions, with a possible attain of 5.6 million.

6. Share firm swag

Who doesn’t like free stuff — particularly if it’s high-quality and helpful?

Present your staff with branded firm shirts, jackets, stickers and different promotional gadgets. It helps them exhibit their office pleasure — each in actual life and on social.

Utilizing firm swag is among the commonest types of “nonverbal advocacy conduct,” in keeping with a recent study.

It is a nice approach to contain staff who won’t be as comfy sharing promotional content material.

3 instruments to assist interact staff on social media

1. Amplify

Hootsuite Amplify is a specialised instrument for worker engagement via social media. Amplify makes it straightforward for workers to share authorised social content material from their desktop or on the go together with a cellular app.

When new social content material is able to publish, merely add it to Amplify. You possibly can divide the content material into matters so staff have easy accessibility to the suitable materials for his or her roles and pursuits. Workers log in every time they wish to see what new content material is obtainable and share it with simply a few clicks.

For essential messaging, you possibly can alert staff with a push notification on their smartphones, or share a publish via e-mail. You can too create inner bulletins via Amplify to maintain staff knowledgeable.

2. Office by Fb

Workplace by Facebook is a office collaboration instrument utilized by most of the world’s main companies. With so many staff already utilizing this instrument each day, it’s an necessary communication useful resource for worker engagement packages.

By connecting Amplify to Office, you possibly can publish Amplify content material to particular Office Teams.

You can too use Office to search for new content material concepts. What sorts of matters are staff already speaking about? What sort of content material are they sharing amongst themselves?

3. Hootsuite Analytics

To develop an efficient worker engagement program, it’s important to observe your outcomes and study as you go. It’s good to perceive staff’ sharing habits in addition to the affect of the content material shared.

With Hootsuite Analytics, you possibly can create customized, easy-to-share reports. They show you how to study what’s working finest in your program and prove its value to your boss.

Essential metrics to trace embrace:

  • Adoption fee: The variety of lively staff divided by the variety of staff who signed up.
  • Signal-up fee: The variety of staff who signed up divided by the variety of staff invited to take part.
  • Share fee: The variety of sharers divided by the variety of lively customers.
  • Variety of clicks: Complete clicks from worker engagement content material.
  • Objective completions: The quantity of people that took the specified motion in your content material (signed up for a publication, made a purchase order, and so on.).
  • Complete site visitors: The variety of visits to your web site from the content material shared.

Faucet into the ability of worker advocacy with Hootsuite Amplify. Improve attain, preserve folks engaged, and measure outcomes—safely and safety. Find out how Amplify can assist your group right now.

Get Started

Hootsuite Amplify makes it straightforward in your staff to soundly share your content material with their followers—boosting your attain on social media. Ebook a personalised, no-pressure demo to see it in motion.





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