{"id":7034,"date":"2014-05-22T10:00:00","date_gmt":"2014-05-22T14:00:00","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=7034"},"modified":"2020-03-30T19:07:28","modified_gmt":"2020-03-30T23:07:28","slug":"forgotten-key-social-media","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/professional-development\/forgotten-key-social-media","title":{"rendered":"The forgotten key to social media"},"content":{"rendered":"

The Premise<\/h3>\n

You\u2019re a small business owner with fifteen employees. Your company LinkedIn page has a few hundred followers and your Facebook Fan page plateaued at 85 likes. You just joined Twitter, but 50% of your new followers are either fake or offering digital marketing services. Besides \u201cbeing present\u201d on social sites and posting engagement content, how do you leverage social media to reach more followers?<\/p>\n

The Math<\/h3>\n

Your sales team of five reps uses LinkedIn daily and each one has over 500 connections. That\u2019s instant access to an audience of 2500+ and is likely a better sample of your target market than any of your company pages. Their followers are also more engaged with your sales team than your brand.<\/p>\n

The other 10 internal employees haven\u2019t developed their connections as much because they aren\u2019t reaching out to prospects or nurturing clients. However, they are connected to 45 employees from their last two jobs, 15 students from their MBA program, and even a few family members with solid experience. Not a bad mix of potential employees to tap into during your next round of hiring.<\/p>\n

It\u2019s not about leveraging social media to increase your<\/i> followers. It\u2019s about leveraging the connections your employees have already made to reach their<\/i> followers.<\/p>\n

Getting your employees engaged<\/h3>\n

Leveraging employees\u2019 connections in social media involves a 5-step process for companies starting from scratch:<\/p>\n

\"trinet_socialmedia\"<\/a><\/p>\n

Not all of the steps listed above are easy, but perhaps the most challenging step is the last one\u2014giving your employees a reason to promote your content and turning them into social brand ambassadors. Don\u2019t confuse this step with \u201cconvincing your employees to use social media.\u201d They already do it\u2014some of them with great success. Younger generations see social media as a way of life; they don\u2019t need convincing in that regard. This is where great content comes into play, as only great content will convince your employees to share your<\/i> content with their<\/i> connections.<\/p>\n

Arm your employees with great content<\/h3>\n

You posted a link to an article with a thought-provoking question attached. Why aren\u2019t people responding? It could be because they see your posts as having an agenda. Give the article to your employees.\u00a0 If your sales team shares this article on their feed and offers their opinion, it creates an opportunity for your sales reps to share their knowledge and for prospects to open up. When employees share content through your company page, <\/i>followers see the brand, but connect with the person. Do this consistently and prospects begin to correlate the two. Your company becomes a part of the social brand your employees have created.<\/p>\n

Boost employee referrals with social media<\/h3>\n

Those hired through employee referrals stay longer. If you haven\u2019t already, it\u2019s time to start an employee referral program<\/a>. \u00a0But are your employees constantly checking the internal job boards and thinking about which friends are looking for a job? Do you even want them to? Make it easier for everyone by posting new positions on your company page and encouraging your employees to share postings on their own pages. Not only are you promoting the fact that you\u2019re a growing company, but you\u2019re giving employees a chance to brag about how great it is to work there and take advantage of your ERP.<\/p>\n

Tara Zoumer, Public Relations Coordinator at TriNet<\/a>, has been managing TriNet\u2019s social media accounts for more than a year. And, while TriNet already has many employees that are highly active social brand ambassadors, Tara is always looking for new and creative ways of improving employee engagement on social media, and making it easier for TriNet employees to share and engage with their networks:<\/p>\n

\u201cWhen done correctly, social media can create a mutually beneficial relationship for both employees and companies. Ultimately, people don\u2019t connect with brands; they are connecting with other people. You need compelling content if you want someone to share an article featuring your company, grow your employee referral program, or increase participation at company events. Your job as a marketer (or business owner) is to provide great content and make it as easy as possible for your employees to take action.<\/p>\n

Employees will also benefit: \u00a0They are able to provide friends with employment opportunities, meet new clients\/prospects, and become a knowledgeable resource. For many sales reps, sharing great content or articles can help establish their credibility, which goes a long way when making connections online.\u00a0 Enable your employees to become brand ambassadors and the opportunities are limitless. In our increasingly connected world, your employee\u2019s next tweet could make the difference.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

The Premise You\u2019re a small business owner with fifteen employees. Your company LinkedIn page has a few hundred followers and your Facebook Fan page plateaued at 85 likes. You just joined Twitter, but 50% of your new followers are either fake or offering digital marketing services. Besides \u201cbeing present\u201d on social sites and posting engagement […]<\/p>\n","protected":false},"author":1185,"featured_media":7043,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43902],"tags":[],"class_list":["post-7034","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-professional-development"],"acf":[],"yoast_head":"\nThe forgotten key to social media<\/title>\n<meta name=\"description\" content=\"The Premise You\u2019re a small business owner with fifteen employees. 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