我们经常谈论社交媒体影响者在为企业传播信息时如何成功。但是正如我们所讨论的十大员工倡导计划，以提高您的品牌覆盖范围it is often a firm’s employees who can be their best supporters online. Employee advocacy can be a powerful marketing tool for any organization.
Employees can make exceptional advocates because they:
- 通常比其他人更了解公司的产品
- 可以真正向其社交媒体追随者推荐这些产品
- Will usually represent the best interests of the company (assuming that there is a good company culture in place)
- 可以为雇主创造积极的曝光率
消费者始终重视认可和建议。这就是为什么营销人员在文案中包括推荐书的原因。他们甚至在互联网前的年龄中做到了这一点，大多数邮购和长格式副本都附带了快乐的建议。
虽然最终的推荐可能来自满意的客户，但快乐员工的观点并不落后。消费者总是在寻找第三方建议和产品评论。根据思科, the social posts of a company’s employees generate 8 times more engagement than posts from an official company account.
员工倡导者的工作对于向与员工相似的人推销产品的公司可以双重有效。在这种情况下，您会获得额外的好处，因为他们知道员工的社交受众最有可能与您要达到的目标市场相匹配。
However, even if your employees don’t precisely match your target market, they can still make excellent advocates. There will probably be many people in their social lists who have an interest in your product, or who at least share your employees’ posts with people likely to be interested.
员工宣传项目的另一个优点是that they are comparatively cheap marketing. You will have to allocate some time for your program leaders to work on the program. You may also need to create some rewards or incentives for your prolific posters. But that aside the cost of operating an employee advocacy program is minimal.
那么，如果您觉得员工倡导在您的组织中有效，该怎么办？您应该采取以下六个步骤，以使员工倡导成为公司的强大工具。
6 Employee Advocacy Strategies for Your Business:
1。创造强大的工作场所文化
Let’s be honest. Employee advocacy is not suitable for every business. Indeed some firms have toxic relationships with their employees which would destroy any chance of success.
Luckily most companies are not like that. Most workplaces are harmonious with employers and employees who feel a sense of loyalty towards each other.
You have to be honest with yourself here. If your employees do not love their jobs, they will not make suitable employee advocates. Sure they may rush together a quick post if they feel that they have to keep their job. But their lack of enthusiasm will show through.
You probably already know how your employees feel about your company culture. If you are at all uncertain, you can often discover their true feelings at玻璃门，在那里员工留下有关其工作场所的匿名评论。
例如，Sears的平均审查为2.7（满分5）。这来自10,000条评论。28％的人会向朋友推荐西尔斯。如果西尔斯（Sears）介绍一项员工倡导计划，他们可能想首先考虑改善其公司文化，以产生更好的审查评级。
On the other hand, Google (who is well known for its unconventional HR practices) has an average Glassdoor review of 4.4 from 8,500 reviews, with 90% saying they would recommend Google to a friend.
当然，这两家业务都是很大的。您总是希望他们混合幸福，不快乐和中立的员工。但是，如果您没有足够的员工愿意促进其工作场所的积极美德，则没有员工的倡导计划会起作用。
Of course, you may operate a much smaller organization. It is possible that you could have near-100% satisfaction, with everybody willing to act as an employee advocate.
If employees feel comfortable with their company culture, they have a reason to extol the company’s virtues. Indeed many employees prefer to work at a lower-paying happy company, rather than at a higher-paying company with an uncomfortable work atmosphere.
2。Encourage Your Employees to Participate in the Program
假设您经营着具有积极的公司文化的员工友好环境，则需要鼓励员工参加您的员工倡导计划。在喜欢工作和在社交媒体上积极推广工作之间存在着巨大的鸿沟。首先，许多员工可能将自己视为“普通百姓”，几乎没有任何在社交媒体帐户中营销任何东西的经验。
您需要向员工展示他们的参与如何帮助他们。他们需要有一些激励才能参加。
Some companies set up a gamification feature to encourage employee participation. They compete to see who can make the top of the company leaderboard. You could give some tangible reward to those who perform particularly well on the company’s behalf.
您甚至可以向您的员工展示他们的参与如何导致管理认可，甚至提供晋升机会。
实施“本月雇员”之类的计划可以帮助员工士气。虽然您通常不仅将其基于他们的员工倡导活动，但您可以将其包括在内。您还可以在公司出版物和网站上认识您的才华横溢和活跃的员工。
当然，如果您首先开发了真正积极的公司文化，则应该能够询问您的员工，他们将欣赏的是参加您的员工倡导计划的动机。
您可能必须花一些时间和预算来培训想要加入计划的员工。您可以帮助培训员工向他们展示他们作为公司代表和倡导者的作用。
3。Set Goals and Performance Targets for Your Program
与任何营销计划（包括影响者营销）一样，您应该为员工倡导计划设定目标。金博宝188备用网址您需要能够确定这是否是您的时间，资金和其他资源的明智投资。188金宝慱网站
拥有“温暖的模糊”感觉，这一切都很好，因为您的员工对您的业务说了好话。但这不会帮助您的底线。
这也将使您的员工更容易了解您的目标和目标。您可以向他们指示他们应该创建的各种帖子以及应将其重点放置的领域。
例如，如果您的目标是增加网站的访问者，您的员工将设计将其关注者送往您的网站的帖子。如果您想提高对业务的认识，您的员工将针对他们的帖子，以教育他们的追随者有关您的品牌。而且，如果您希望使用您的员工出售更多特定产品，他们将把帖子集中在审查和讨论该特定产品上。
4。Establish Social Media Best Practices and Guidelines
根据您的组织的大小，员工的人口统计和心理学可能会具有广泛的社交媒体技能和经验。您的一些年轻员工可能从小就经营着一个Facebook帐户。你们中有些年长的员工可能仍然想知道什么是社交媒体，也从未听说过Twitter，Instagram甚至Facebook。
Source:topnonprofits.com
Even the more experienced social media users are unlikely to be used to making posts on behalf of an organization. They may be uncertain what types of messages they should make. Their usual social message style may be too casual, informal or irreverent for postings on behalf of their employer.
任何想参加员工倡导的公司都应制定指导方针来协助员工。这些应该包括诸如可接受（和不可接受）的语言类型，员工应该发布的频率，当某人回信或发表评论时如何做出反应。
您想让员工轻松倡导。一组简单明了的准则应确保该过程顺利运行。
5。为您的员工倡导计划任命领导者
您可能会以大量的买入和热情启动员工倡导计划，但是除非您有领导者驱动一切，否则人们会下车并停滞不前。您的员工一旦成为苦苦挣扎，如果他们没有收到有关他们的进度的反馈，他们就会很快疲倦。
没有领导者，您也将缺乏一致性。无论您是否已发布指南，员工都会发布他们认为合适的任何内容。
使用大多数员工倡导软件的基本要求是为领导者提供特殊的访问权限，以便他们可以控制和监视该过程。
领导者通常会为员工写一系列帖子。这样可以确保所有工人始终如一地发布并有望实现公司目标。
您需要确保您拥有精明的社交媒体和沟通的领导者，他们可以在员工中产生积极的感觉，并可以激励他们持续参与该计划。
6。跟踪您的指标，以衡量您的进度实现目标
Having set goals at the beginning of the process, you need to keep track of the relevant statistics to measure your success.
如果您的目标是增加对公司网站的访问，则需要定期检查Google Analytics（分析），以查看访问者是否相应增加，尤其是通过社交和推荐方式。
我们研究的大多数员工倡导应用程序提供了一系列社交媒体指标。您通常可以将这些分解为与个人员工发布有关的统计数据。您可以使用这些统计数据来帮助您确定最佳员工倡导者。他们还将为您提供有关您的总覆盖范围和不同类型的参与度的总记录。
Make sure you provide these critical metrics to your project leaders so that they can share them with the employees who have participated in your program. This can help as an incentive to people to perform better in your next campaign.
准备好聆听员工对计划的发展的看法，并准备根据您分析的反馈和指标来更改下一个广告系列。
The Power of an Effective Employee Advocacy Program
You should never underestimate the power of word-of-mouth. Buyers will always go for a positive recommendation or review before they believe a company’s own marketing messages.
总体而言，公司的员工将拥有公司本身具有更广泛的社会影响力。不同的员工可能会花时间在大多数社交网络上，从Facebook到Pinterest再到Twitch再到Google +。许多企业不太可能经营与员工一样广泛的社交网络的社交帐户。
员工倡导仍然相对较新。您的竞争对手甚至还没有考虑过。这使您有机会在仍然新鲜和引人注目的情况下尝试一下。
