It’s no secret that social media is important for businesses. In fact, 52% of companies say social media helps increase their revenue and sales.
Just because a company is on social media, however, doesn’t mean it has a widespread presence. According to The Manifest, the top social media marketing challenges are not having enough human and financial resources, lacking a formal strategy, and building followers.
For companies to succeed on social media, the whole team needs to understand its value.
Word-of-mouth social media posts about your company appear more trustworthy and genuine. Employees of all levels, from intern to CEO, should learn to engage with the company’s social media pages, which can, as a result, help you overcome challenges.
Educate Your Employees
If your employees aren’t knowledgeable about social media, how can they engage with it?
Show your employees each social account your company has and outline the importance and unique benefits of each platform. A company’s reasons for using LinkedIn is likely significantly different from its reasons for using Instagram, so you should show your employees the best practices for every channel.
If you want your employees to interact with your social media posts as well as share company information on their own personal accounts, create flexible guidelines for them, showing them what is (and isn’t) recommended. This is a good starting point to show them what types of content to post on which platform.
For example, a company might not want an employee to post about a company happy hour on LinkedIn, but on Instagram, it is perfectly acceptable. Show employees successful examples of each platform, but don’t be too stringent with the rules.
Appeal to Your Employees’ Interests
Employees should have their own voice when engaging with your company on social media. Companies that do this appear more genuine.
Employees should also enjoy what they’re posting; if someone loves making videos, let him or her make a video about your company, and if someone is addicted to Instagram, it makes sense for them to post photos of company events to Instagram.
Provide the Necessary Tools
If you do have employees who want to make videos or graphics for social media, provide them the tools to do so, such as Final Cut Pro and Photoshop.
Providing the necessary software and other tools will ensure anything posted about your company looks professional and is visually appealing.
You can also give employees a list of content to choose from. Are there specific blog posts or updates you want them to share? Add them to the list to make it easier for employees to know what to post about.
Don’t Force It
Don’t make your employees post anything they don’t want to. If they don’t want to mix professional and personal on their social media accounts, don’t force them. Let employees post when they want and however often they feel comfortable.
If you make every employee post on social media, even the ones who don’t want to, the posts will look unauthentic and fake and exactly like they were forcefully posted – which won’t benefit you.
If an employee doesn’t want to post about your company on social media, that’s OK. Chances are, for every employee who doesn’t feel comfortable doing it, you’ll have more who want to.
Make Your Employees Company Ambassadors
Employees who advocate for your company on social media can reach a higher percentage of followers and result in eight times more engagement and is re-shared 25 times more frequently than content simply shared on company pages.
Making social media an all-hands-on-deck effort encourages employees to keep engaged with your company on social media, which will, in turn, grow awareness of your brand and lead to more followers.
Looking to set social media guidelines for your team? Learn more about our Social Media Training.