How to Turn Employees into Social Media Advocates

While many companies fear employee use of social media, others are leaning to love it.

Employees can be powerful brand ambassadors for their companies online. They can help spread company news and recommend company products to friends and family members. That can be especially effective because friends are trusted more than a company; their messages are not filtered like corporate messages. Many employees are already active on Facebook, Twitter and other networks; some probably have large numbers of followers.

The frightening downside is that employees might reveal confidential, embarrassing information or make disparaging comments. Terrified of possible repercussions, many companies discourage or forbid employees from mentioning them on social media.

Others are taking the opposite tact.

Mitel, an Ontario business communications company, hopes encouraging employee social media posts will help it compete against major brands like Cisco and Avaya.

Martyn Etherington, the company’s chief marketing officer and chief of staff, explained the chief components of the company’s social media effort to MITSloan Management Review.

The company initially put about 1,300 employees through social training sessions. Since then, it trained about 400 sales personnel.

When it releases an announcement, it prepares a series of caned tweets that employees can cut and paste or edit.

The company’s tells employees to use their best judgment, don’t post anything you would not say to someone in person, be respectful of company competitors, and focus on understanding and serving customers.

Its “Mitel Champions” program attempts to inject some fun and challenge into the endeavor. The program offers points for employees who meet social media publishing goals, with leader boards and monthly awards like a $100 gift card for winners.

The Social Circle

ATT&T trained thousands of employees to be social media brand advocates with a two-minute video that succinctly explains its Social Circle.

With a voice-over and snappy background music, the video tells employees:

How to link their Twitter, Facebook and LinkedIn accounts to the platform and share company announcements.

What to share. “Be creative on how you tell and family how you work at AT&T.”

Always include the hashtag #ATTEmployees to show they are company employees and meet FCC transparency guidelines.

What not to post. No proprietary information, claims about the company’s or competitor’s service, comments on litigation, company rumors, or spam.

How to respond to negative posts. Ignore them. “Don’t engage the haters. They’re not worth.”

Where to go to ask questions and find company resources.

Key Parts to an Employee Social Media Program

For organizations considering a program similar program, Jay Baer, founder of Convince and Convert, recommends:

Guidelines. Guidelines encourage participation.

Options. Let employees decide how they may participate. Don’t attempt to force them.

A platform. Software that helps the company share content with employees and vice-versa.

Measurement. Track metrics to find how the program is performing.

Staging. Introduce the social media effort to a motivated core group. After it’s established with that group, introduce it to others in stages.

Guidance. On an on-going basis, provide employees honest, private coaching on using social media

The essential first step in converting employees to brand advocates: develop a positive relationship between employees and the company. Employees are unlikely to share positive content if they are disengaged at work.

Bottom Line: Employees can become a powerful force for their company if they post and share its news and announcements on social media. Developing employees as social media advocates requires training, software, and metrics to measure the effort’s success. Innovative organizations are showing how it can be done successfully.