Companies, especially the marketeers, are struggling to get engaged fans/followers/connections, etc. A lot of effort is put in creative marketing to be able to attract clients and have them become ambassadors. Through these fans/followers they hope to get their messages amplified.
But what about engaging your employees as ambassadors and amplificators. During a series of awareness sessions in different companies, i could not help to see that few people were actually following their company on platforms such as twitter, facebook or linkedin. The main reason being a lack of information and awareness. Companies expect their employees to follow these account automatically. There are a few simple solutions to address this situation and could include:
- Social media awareness sessions
- Mention all accounts in the social media policy
- Training program includes following all company accounts
- Email and intranet campaign to increase account awareness
- Adding links to intranet and website
How do you measure if you are successful? Why not create an Employee Engagement Index. The number could reflect a ratio such as:
- # of employees following corporate accounts divided by total employee count
- # of employees that follow corporate accounts divided by the employees on social media (or specific platform)
This number by itself is not so important. It serves as a baseline. Tracking the progression as you undertake social media awareness building is more important. It will provide you with insight of how well you are doing.
The next challenge is get corporate messages amplified by these people. Here too there are several scenario’s. The best of all worlds is that your employees take the initiative to share message by themselves but we all know this is the most difficult route. the WIIFM factor has to big. Alternatively, you could offer tools to re-publish but that is really a bad idea. People want to be in control of what they share with their network. And then there are some tools available (www.gaggleamp.com) that allow users to select what they forward. In any case, the network of your employees is the first step to client engagement and conversation.
Which innovating techniques and tools are you using to use your employees as amplificators and ambassadors?