The Truth About Employee Advocacy And Social Media
In this guest post, founder & managing director of Propel, Roger Christie, explores the growing industry interest in employee advocacy on social media, how to limit risk and the steps to running a successful program.
From problem child to prodigal son: the return of social media
If you’ve had a hand in making decisions, managing or measuring social media over the past 15 years, you’ll be well aware of how much the landscape has changed. What started as a free, low-risk digital playground became a tightly-governed fortress as organisations soon realised the more people they had using social media channels the higher the stakes.
Long-held corporate reputations (and market value) could quickly evaporate in the viral, permanent internet age. And, as most organisations weren’t equipped to provide the training and guidance needed to help staff safely navigate this new form of communication and customer engagement, they made the decision to opt out of social media.
Social media was a problem child and a source of risk. Organisations were better off restricting access to a few brand specialists rather than training the masses in a yet-to-be-proven medium.
But that was almost a decade ago: the tables have well and truly turned. Today, social media marketing costs continue to snowball, we’ve reached ‘peak content’ online, and the results are in: consumers don’t trust the major institutions.
While these trends should shape the way organisations use social media, it’s not all bad news. In fact, in amongst widespread institutional scepticism, a new opportunity has emerged: consumers trust – and want to hear from – regular people.
Yes – the reign of brand dominance on social media is over, but the age of the individual awaits. The real value of social media now depends heavily on employee activation.
Authentic advocacy depends on collaboration between Marketing and HR
In her recent interview with B&T, Hootsuite’s global chief marketing officer, Penny Wilson, highlighted this emerging role for social media:
“Now more than ever, maintaining trust in our institutions is becoming a major consideration for Australian marketers… Employee advocacy is one way to combat this dynamic… [It is] one of your biggest assets when it comes to social media.”
So, how does it happen? What should you do to unlock ‘one of the biggest assets’ in the battle for trust? In short, stop thinking about channels and start thinking about people.
Arguments around employee advocacy and social media are not new, but they’re almost always presented from the side of the employer. When it was considered too risky for brand, staff were discouraged. When it was considered too hard to manage, staff were restricted. Now brand efforts are falling short on social media due to costs and consumer trust issues, staff are suddenly being encouraged to fill the void.
While that sort of business logic might add up in boardrooms and strategic planning sessions, it fails to acknowledge the needs of the desired advocator. What do your employees actually stand to gain?
Almost all (90 per cent) workers want to build new digital skills to further their careers, yet only one third believe their employer provides the opportunity to do so. Value doesn’t lie in pre-packaged posts sent in an all-staff email encouraging people to share. Value lies in helping employees understand how social media – and social capability – can make them a better professional today and in the future.
This requires close partnership between the channel subject matter experts – often Marketing – and the workforce subject matter experts – HR. It means understanding the use cases for social media across different teams and tailoring training to suit their needs and workflows. It means showing employees how the data, technologies and channels accessed via social media will make their daily lives easier, regardless of whether they market, sell, serve or communicate.
Six steps to get employee advocacy right on social media
Of course, in the face of increasing consumer scrutiny, the last thing any organisation needs is reputational damage caused by a wave of unprepared employees diving enthusiastically into social media… Imagine the consumer backlash if one of the major banks encouraged all staff to simply hop online and build ‘authentic’ relationships with customers via social media in today’s climate. Amazon learned this the hard way.
So, if there’s more to it than updating policies, setting up technology and telling everyone it’s ok to use social media again, what steps should you take to help your organisation harness social media value via an effective employee advocacy program?
- Take the time to understand employee attitudes and explain how you can help. Kick things off by running a formal consultation process to capture employee and customer pain points. Then work out how any advocacy program would address both parties’ needs and keep verbatims up your sleeve to show people you’ve listened.
- Identify and engage your internal advocates. As program manager, your role is to create an environment that helps others thrive, not do it all. Identify your champions, bring them ‘into the tent’ and let them tell others – in their own words – what they stand to gain.
- Equip your leaders. Without leadership support and participation, no program will really take off. They don’t need to be prolific, Trump-esque tweeters – they simply need to be shown the business case and to feel like they aren’t being set up for failure. Consider dedicated reverse mentoring over an army of support staff.
- Design training and governance with people – not tech – in mind. Work with team managers to really appreciate workflows and operating rhythms. Tailor any training and support resources to everyday needs so people see the value.
- Encourage peer-to-peer learning, not central dependence. Authentic employee advocacy relies on individuals taking ownership, not ‘command and control’. Provide forums that help staff meet and share ideas – on and offline – and learn from one another. Peers have much greater influence than subject matter experts.
- Ask for feedback and regularly review progress. Most employee advocacy programs make sense in theory, but the truth is you’re asking staff to do new tasks. You may not get it right the first time, so be open to feedback and help them use your training and guidance in a way suited to their professional lives. Don’t just set and forget.
When employees feel equipped, empowered and trusted to act – whether in social media or any environment for that matter – all stakeholders stand to benefit. If you can build your program around people rather than platforms, you’ll start to surface all new sources of value from social media.
Latest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.