09/18/2019

Daily Buzz: Start an Employee Advocacy Program

The reason why is twofold

How does your team advocate for your association? Employees might not be influencers, but they have influence all the same: Research shows that content shared by employees gets eight times more engagement on average than content shared through branded channels.

Similarly, 61 percent of consumers say that they’re more likely to research a product or service after seeing a friend’s social media post about it, compared to 36 percent if the same were mentioned by an influencer or celebrity.

“In that sense, employee advocacy may be even more effective than influencer marketing,” writes Andrew Hutchinson on Social Media Today.

Yet nearly 40 percent of businesses don’t have an employee advocacy strategy in place, nor plans to implement one in the future, according to a new study from Social Media Today and GaggleAMP. And among those with a strategy in place, only 35 percent of employees felt confident in what they could say or post.

The takeaway here is twofold: Organizations without an employee advocacy strategy should consider adding the tactic to their marketing toolbox. Then, once in place, employees must be trained on how to find and share company content so that they feel empowered to follow through on the strategy.

Please select this link to read the original article from Associations Now.