Encouraging Employee Social Media Use

With the right social media tools, leadership and support, employees can be one of the best sources of digital engagement. People want to engage with other people online! While company profiles provides a trustworthy aspect; community engagement is still more effective when it’s P2P (person to person). Who better to lead the charge than employees? Inside knowledge of the business, most are already familiar with latest social networks and it helps them (and the organization) build their online authority!

Small Business Online Marketing on a Budget: Employee Word-of-Mouth

Here are 4 ways in which every business, regardless of size, can get their employees to partake in digital conversations:

1) Embrace a Social Culture

How to Embrace Employee Social Media at Work

While this step sounds simple it is usually the most difficult hurdle many organizations face. Embracing social media doesn’t mean your business creates a corporate account on various social networks and allows employees to manage those pages. Social culture requires employee freedom to engage in digital conversations outside of company pages – to create a digital personality of their own while tapping into the organizational presence. How many of us have worked (or currently work) for organizations which block any social media access at work? How much trust does that show towards employees?

Instead of blocking employee social media access, small business companies need to provide clear guidelines and encourage employees to participate in online conversations. There needs to be a balance between wasting time online and contributing to the overall brand image.

2) Update Outdated Policies

>> “Access Restricted – please contact your network administrator” <<

Hands up if you’ve come across this as an employee or if as a business owner you’ve limited access to Facebook, or any other social media networks. I bet the amount of hands was much higher than expected.

While I fully understand employer’s needs to limit employee’s “slacking” or to avoid a PR crisis by having employees engage with inappropriate content/comments, the benefits still outweigh the negatives. The best way to limit or eliminate any of these worries is by providing clear-cut guidelines. Here are a few things to keep in mind when coming up with your own guidelines:

  • keep the wording simple, don’t use “corporate speak”
  • create social media training for all employees
  • provide links and locations for all your corporate social media pages
  • have an emergency contact who can handle crisis events or answer questions
  • list resources (internal or external) for the type of content that is encouraged
  • create training material and manuals that employees can access at any time
  • use examples of how to engage online users & provide awesome customer service support

Having guiding principles, examples and resources can give your business the confidence to remove any online access restrictions. This puts trust in your employees and gives your organization plenty of resources to manage any unexpected scenarios that may come up. Remember, social media is about interactions – not everything will be sunshine and lollipops. Having the right guidelines ensures everyone is equipped with the right skills to deal with both positive and negative digital scenarios.

3) Provide Necessary Tools

The biggest concern for most small businesses is making sure that employees are not spending their time liking funny cat videos – but getting their work done and spending time online participating in the right conversations. Without the right tools even this conversation participation can be timely. From monitoring the right conversations, to providing a timely response, responding to customers, etc.

Tools to Help Employees Manage Social Media

Investing in tools such as Hootsuite or Buffer can be a huge time saver! Both solutions offer for teams to be setup (depending on the subscription level your organization is willing to pay for) under one umbrella account. Social media marketing tools also allow for feeds of particular accounts, hashtags and other community-oriented monitoring to make participation less of a hassle. Social media is a time investment regardless of the tools used. However certain tools can help manage time and effort to improve efficiency. Allow for both natural interactions and social tools to help manage time spent on social media.

4) Lead by Example

There is no better way to give confidence and provide a social foundation than for the leadership team of the organization to have an engaging presence online. Leadership provides the direction in all areas, why not social? Organizations (and leaders) need to dismiss the idea that social media is more suited to millenials or younger generations entering the workforce. Don’t believe me? Check out these findings from DDI’s High Resolution Leadership study on the effects of CEOs who use social media compared to those that do not:

  • 89% percent better at empowering others
  • 36% better at cultivating networks
  • 46% more influential
  • 15% better at making decisions

Leaders who provide the foundation and guidance for employees to participate in branded conversation significantly improve digital brand authority.

Social Media Marketing Services - NRDB

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Written by Nem Radenovic
Marketing professional dedicated to learning & developing new ways to help businesses build their brand. In my spare time I keep active with basketball/volleyball, explore new travel destinations & read anything from existentialism to classic literature.