The most knowledgeable people about a company’s products are typically its own employees. They’re often the most enthusiastic about the product and are best suited to answer questions relating to it. Therefore, it makes sense for brands to work with keen workers to make them employee advocates on social media. Although this may seem daunting at first, there are numerous employee advocacy social media tools to help ease the process.
你不应该ignore the value people place on an organization’s’ employees. An Edelman Research 2016 report shows that consumers信任组织的员工far more than they do the CEO. “In several areas, employees are viewed as the most trusted sources of information, particularly when it comes to communicating on financial earnings and operational performance, a business’ practices or handling of a crisis, and how it treats employees and customers.”
More recent editions of the Edelman Report have seen some changes, mainly due to the effects of the COVID pandemic. In particular, overall faith in all organizations has decreased, particularly belief in governments and NGOs. According to theEdelman报告2021现在,企业比估更可信ent in 18 of the 27 countries surveyed. In addition, unlike government, NGOs, and media, only businesses are seen as both ethical and competent.
However, faith in nearly all levels of company spokespeople has fallen. Even faith in company technical experts is only at 59%, a drop of 10% from 2020. Overall, faith in CEOs has declined, although 63% of people still have faith in their employer / CEO. In addition, 56% of the respondents believe business leaders purposely mislead people by saying things they know are false or a gross exaggeration. Even faith in regular employees dropped by 14% in 2021, going against a long-standing trend.
However, despite this recent blip in faith in employees, it is clear that employee advocacy has its place in a balanced marketing campaign. People may be cynical at the moment, but they would rather hear positive statements from a firm’s employees than platitudes from the CEO, board of directors, or other levels of management.
We have already looked at some employee advocacy tools inTop 10 Employee Advocacy Programs to Increase Your Brand Reach. Here are an additional 13 tools that will simplify the tasks of employee advocacy, both for a brand and its employees.
13员工倡导社交媒体工具：
1. Postbeyond
Postbeyond是G2网站上最受欢迎的员工倡导平台。他们提供“白手套”服务，因为他们的大多数客户都是企业规模。但是，它们还迎合中小型企业。他们根据用户数量（以级别）的数量进行定制定价。随着层次的上升，每个用户的价格下跌。但是，每家与PostBeyond一起签约的公司都能获得全部功能和服务，同样的入职，培训和支持以及专门的成功经理。
Postbeyondfocuses on gamified content sharing. Employees rack up points for completing specific tasks that you, their employer, can configure to encourage them to share content most beneficial for the company.
You can segment users/employees in any sensible way—by geography, department, line of business, indeed anything you can define, and by any combination. Likewise, you can categorize in any way the content you feed out to your employees to share.
当用户登录PostBeyond,他们认为一个提要of stories and links. These are topped by Featured stories, which are those the admins determine are most important/timely/relevant to share. The admins can exert as much control as they wish over any item of content. They can even create custom lists of words that employees cannot use when sharing on behalf of their employers.
2. EveryoneSocial
EveryoneSocial看起来不仅仅激励员工代表雇主在社交媒体上发布和倡导。取而代之的是，它有助于创建一个私人社交网络的企业，其中有个人资料的人是同事。
大多数人社会的客户往往是中等的大型企业。因此，其定价是完全定制的，并且不提供预定义的计划或功能级别。他们的客户包括Dell，Adobe，American Family Insurance，ADP，床垫公司和电子艺术。
Logging into EveryoneSocial is like logging into a social network. Your employees can sign up for an account through the web or on a mobile device, just like they would for Facebook, Instagram, or LinkedIn. In some ways, EveryoneSocial most aligns with LinkedIn. Employees need to share relevant and professional content, not their holiday snaps or videos of their weekend fun. It includes an approval process to ensure that everything falls within the bounds of company policies.
您可以奖励员工使用即时游戏化功能共享内容的员工。此外，他们可以根据参与活动获得积分。
EveryoneSocial also integrates with Salesforce for a one-stop social selling experience.
3.SocialReacher
SocialReacheroffers three pricing tiers based on user numbers. It includes a freemium plan where you can have 25 collaborators (active employees).
首先，您可以自定义界面，然后添加协作者。然后，您添加品牌的社交媒体帐户，该帐户将作为您的合作者共享内容的主要内容来源。然后，您可以开始进行广告系列。
您可以使用仪表板从任何社交供稿中选择内容进行共享。您可以选择要共享每个内容项的团队，并且社交训练者通知每个成员。
There is a built-in module for an incentives program. Rewards can be anything you want—gift cards, movie tickets, even extra vacation days. A collaborator receives a point for each message they publish, and they can redeem these points for rewards based on the criteria you define.
4. Sociabble
Source:sociabble.com
Sociabbleleans heavily into the idea that social is the primary way we all communicate now and that it can be a valuable asset in the workplace. As a result, they created a social networking platform for company intranets. Their clients have included Toshiba, Microsoft, L’Oréal, and Mazars Group. They currently serve 200 clients in 80 countries
Employees can share documents with their co-workers via Sociabble, and the documents show up in their feeds. If you want your employees to share content to their personal social networks, they can do that easily. Sociabble also integrates with Office365, Yammer, Slack, and Workplace for Facebook, along with Scoop.it and Feedly for a steady stream of curated content.
Sociabble gives employees access to a mobile app to access all these company documents, and they show up just like a social feed. Employees can like and share content internally and share relevant content, whether curated or user-generated, via their social accounts, intending to promote your business.
It also incorporates gamification features to encourage employee participation. For example, it includes leaderboards to instill a bit of healthy competition in your employees. Employees can also unlock badges through various tasks and activities. Companies can award badges for any activity, even those in the real world outside Sociabble participation, and these badges show on an employee’s profile. You can also give employees challenges to encourage them to act more quickly with time-sensitive initiatives.
5.大使
The team at大使has clearly spent a lot of time thinking about how much you can do with an employee advocacy platform. Indeed, it covers more than just employee advocacy; it helps with brand advocacy, working with all a company’s stakeholders.
大使includes everything you’d expect from an advocacy platform, including a content feed, campaign creation with templates, messaging, rewards, and advocate portals. In addition, it features a Community portal, allowing your advocates to log in, see available campaigns, a leaderboard, a feed showing posts made by the community, and a way to redeem points for rewards.
The platform offers 20+ campaign templates, each for different purposes. While many of these are straightforward, e.g., a Facebook share, a tweet, or an Instagram post, others are more targeted, such as soliciting suggestions for new posts, A/B testing campaign ideas, or sending out polls.
The software recommends that the first campaign you run is Poll, the results of which let the software calculate your strongest advocates. You would ask your employees questions like, “On a scale of 1 to 10, how likely are you to recommend working here?” Those who score the best marks here are likely to be your strongest advocates. Ambassify creates individualized Net Promoter Scores (NPS), and you can use these scores to segment your employees and other advocates.
6.命令柱
CommandPostis a complete social media monitoring, measurement, insight, and compliance solution, aimed at Fortune 100 financial services, automotive and consumer packaged goods companies, as well as leading advertising, social and PR agencies. Therefore, it encompasses much more than just employee advocacy, although that is a useful component of it.
Although only a small proportion of the entire CommandPost package, there is a scalable, measurable tool to assist with the management of a business’ advocate channels. This includes both employee advocacy and influencer marketing solutions.
A firm can use CommandPost to evaluate its best performing advocates and analyze their best performing content and platforms. It helps them efficiently manage advocates & influencers.
The tool is also heavily geared towards ensuring employees comply with applicable rules and regulations when posting on the company’s behalf. This can be invaluable if the firm operates in a highly regulated sector. CommandPost features built-in tools for documenting and managing compliance by both advocates and influencers.
7. GaggleAMP
gaggleampaims to make employee advocacy easy. It activates employees to drive digital engagement. GaggleAMP tries to make it fun for employees to participate in their employer’s digital marketing efforts.
gaggleamp’s focus revolves around a straightforward idea: helping firms leverage the power of their employees’ passions to bolster company marketing strategy.
It provides users with customized mobile and desktop versions to make their experience as intuitive and effective as possible. This helps increase employee participation.
使用Gaggleamp，企业可以通过对员工进行标记来细分员工想要查看的内容。通过对员工进行标签和分组，公司可以将最相关的内容交付给他们及其各自的受众。
Gaggleamp汇总了您的员工可以在线进行40多种不同的动作，从而使整个网络上的参与度简单简单 - 都是从一个地方进行的。
Gaggleamp还提供了深入的分析，以跟踪，衡量和不断改善企业的内容营销和社交媒体参与。
It covers a vast array of supported social networks – all of the common ones, along with a variety of niche and specialist networks.
8. Oktopost
Oktopostis a social media management platform for B2B enterprise. It provides three distinct social solutions for its business clients:
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- 社交媒体管理
- Social employee advocacy
- Social media promotions
In regards to social employee advocacy, Oktopost provides seamless content management for brands. It endeavors to streamline all corporate and employee advocacy activities through a single platform.
The tool allows for easy content distribution. Firms can provide their employee advocates with pre-approved, on-brand social content with just a few clicks. They can also segment the content, to ensure that each employee advocate is sharing the most suitable material. At the same time, employees can make suggestions for appropriate content to share.
It also ensures social compliance. Businesses can ban inappropriate keywords to prevent employee advocates from misusing them.
Oktopost provides a plethora of insights and metrics; both at a high level and at an individual employee advocate level.
它还使员工的过程简单，并提供台式机和移动设备的应用程序。
9. Influitive AdvocateHub
影响力的拥护者allows you to build a community and invite advocates to complete challenges: referrals, product reviews, social media posts, and more. As advocates complete these challenges, which can be targeted to groups or individuals, they automatically earn points, badges, and levels to redeem professional perks and privileges.
AdvocateHub empowers companies to engage their customers, prospects, developers, and partners, as well as their employees, as advocates.
It makes it easy for businesses to report on all activities completed. Firms can integrate it with their CRM and marketing automation platform to incorporate advocacy along every step of the customer journey.
企业可以通过有针对性的互动挑战来吸引他们的拥护者。他们可以根据拥护者的偏好，人口统计或过去的行为来针对挑战。拥护者看到互动活动提要为他们下一步可以做什么提供了精心策划的建议。这些建议基于其他倡导者之间发生的实时活动和对话。
倡导者的挑战越多，它们解锁的徽章，水平和活动越多。
Firms can give advocates access to exclusive perks, content, contests, rewards, and opportunities-including sneak peeks at new products, branded swag, VIP treatment at a particular event, or the chance to interact with the company’s C-suite.
Influitive AdvocateHub provides a campaign content library, with pre-built campaign templates.
10. Staccato社交
Formerly PeopleLinx,Staccato社交is one of a set of Staccato tools from Frontline Selling. In many ways, Staccato Social acts like a virtual sales coach for a company’s reps. All of the Staccato tools use the Staccato Process - reaching out to multiple people in an organization, consistently aggregating touch points in a particular order to get the attention of the right person. Therefore, you probably wouldn’t select Staccato Social as a stand-alone employee advocacy social media tool. However, if you want to make significant changes to your sales system, it may be of value to you.
Although employee advocacy is a central aspect of Staccato Social, it covers more than that. Social selling is at the heart of the Staccato process. It recognizes that employees have the most significant impact on growing a company’s top line.
该过程的一部分包括识别思想领导者和高价值内容。它提供了强大的分析，可帮助管理人员了解公司最有价值的资产是谁和什么。它认识到，通过加强社交网络和一致的社交活动，销售代表可以通过公司拥有和批准的内容来推动潜在客户。
13.社会助手
SocialToaster旨在通过提供一种通信解决方案来帮助公司，该解决方案可以轻松激活和吸引社交媒体上的观众。这意味着它不仅涵盖了员工的倡导，而且旨在成为帮助企业管理其整个社会倡导的多合一工具。
It focuses on word-of-mouth marketing geared towards all ambassadors engaged with your brand - turning customers, employees, and other stakeholders into a community of active advocates and ambassadors.
Social Toaster allows you to reach and engage fans through marketing emails, social media campaigns, contests, and social gamification. It is compatible with all of the major social networks.
It helps you keep track of your results with advanced, real-time reporting and social analytics. The reporting includes information on share rates, deep data digs, user data, site traffic, and network demographics.
它对于那些社交服务器量身定制特定策略的行业的企业特别有用 - 音乐，电视，消费品，教育，体育和电影。
14.社会库克
TheSociaLook Engagement platform允许企业吸引员工创建和分发有关其品牌的相关内容。这为公司提供了改善的社会存在。人们想与人而不是品牌互动。敬业员工是公司的最佳拥护者，
SociaLook splits its tool into two sections.”
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- 员工分析
- 员工倡导
员工分析工具可帮助企业在Twitter上找到其员工的员工帐户。组织可以使用它来找到其最具影响力的拥护者。它可以确定其员工的背景，他们在公司中的职位，其位置，对他人的影响。
Firms can also use SociaLook to keep track of the tweets employees share and monitor specific URLs and hashtags.
They can also use it to analyze their audience. It helps to understand who is following the employees and find followers who meet specific criteria.
In the Employee Engagement section, firms can use SociaLook to push content out to their employees and turn employees into content creators. They can set up time and goalbound rewards to motivate employees.
15. Sprinklr
Sprinklrprovides a range of social media marketing tools. Its main suite is the Social Suite for the Enterprise, which has four components:
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- 社交参与
- Social advertising
- Social care
- Social advocacy
Sprinklr Advocacy Marketing recognizes that both employees and customers can make powerful advocates. It offers a comprehensive solution for advocate identification, activation, and engagement across the social web.
它允许您构建从advocacy site experience to content strategy in a single, centralized admin console. The tool makes it easy for advocates to tell a brand’s story with one-click content sharing, a content scheduler, and a content planner.
The package encourages engagement. A business can keep its advocates informed by sharing the most targeted, up-to-date announcements and notifications via email and the advocacy site. It includes gamification features, including an advocate leaderboard.
As with most of these tools, Sprinklr Advocacy Marketing allows businesses to measure the performance of their advocacy programs with flexible reporting.
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