We often talk about how successful social media influencers can be at spreading the message for a business. But as we discussed in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:
- Often know more about a company’s products than anybody else
- 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)
- Can create positive exposure for their employer
Consumers have always valued endorsements and recommendations. This is why marketers include testimonials in their copywriting. They even did this in the pre-internet age, with happy recommendations attached to most mail order and long-form copy.
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的评论。根据思科, the social posts of a company’s employees generate 8 times more engagement than posts from an official company account.
The work of employee advocates can be doubly effective for firms who market their products to people who are similar to their employees. In that situation, you receive the added benefit of knowing that your employees’ social audience is most likely to match the target market you are trying to reach.
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.
So what should you do if you feel employee advocacy would work in your organization? Here are six steps that you should take to make employee advocacy a powerful tool for your company.
6 Employee Advocacy Strategies for Your Business:
- 1。创造强大的工作场所文化
- 2。Encourage Your Employees to Participate in the Program
- 3。Set Goals and Performance Targets for Your Program
- 4. Establish Social Media Best Practices and Guidelines
- 5. Appoint Leaders for Your Employee Advocacy Program
- 6.跟踪您的指标，以衡量您的进度达到目标
- The Power of an Effective Employee Advocacy Program
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, where employees leave anonymous reviews about their workplace.
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，他们可能希望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.
这两个业务当然都很大。您总是期望他们将快乐，不快乐和中立的员工融合在一起。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
假设你操作一个employee-friendly environment with positive company culture, you need to encourage your employees to participate in your employee advocacy program. There is a vast gulf between liking a job and actively promoting it on social media. For a start, many employees probably think of themselves as “ordinary people” and have little if any experience of marketing anything in their social media accounts.
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.
You might even be able to show your staff how their participation could lead to management recognition, perhaps even providing promotion opportunities.
Implementing a scheme like “Employee of the Month” can help with employee morale. While you would not generally base this solely on their employee advocate activities, you could include these as a consideration. You could also recognize your talented and active employees in your company publications and on your website.
当然，如果您首先建立了真正积极的公司文化，那么您应该能够询问您的员工，他们将欣赏什么动力参加您的员工倡导计划。
You will probably have to devote some time and budget to training the employees who want to be part of your program. You can help train employees to show them the role they play as company representatives and advocates.
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时间，资金和其他资源的明智投资。188金宝慱网站
It is all very well having “warm fuzzy” feelings because your employees say nice things about your business. But that’s not going to help your bottom line.
这也将使您的员工更容易知道您的目标和目标。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，您的员工将设计帖子，以将其关注者发送到您的网站。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，并且从未听说过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.
Any firm wanting to participate in employee advocacy should set guidelines to assist their staff. These should include things like the type of language acceptable (and unacceptable), how often employees should post, how to react when somebody messages back or leaves a comment.
You want to make advocacy easy for your employees. A set of simple, clear guidelines should ensure that the process runs smoothly.
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。一旦苦苦挣扎，您的员工就会很快疲倦，如果他们没有收到有关其进度的反馈。
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。
An essential requirement of using most employee advocacy software is to provide leaders with special access rights so they can take control and monitor the process.
领导者通常会为员工撰写一系列帖子。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。
You need to ensure that you have social media and communications savvy leaders who can engender positive feelings within the staff and who can motivate them to participate in the program on an ongoing basis.
6.跟踪您的指标，以衡量您的进度达到目标
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。
Most of the employee advocacy apps we have looked at offer a range of social media metrics. You can often break these down into statistics relating to the postings of individual employees. You can use these stats to help you determine your best employee advocates. They will also give you aggregate records on your total reach and the different types of engagement.
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.
Be prepared to listen to your employees’ views on how the program went, and be ready to make changes to your next campaign, based on feedback and the metrics you have analyzed.
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.
As a whole, a company’s employees will have a more extensive social reach that the company itself has. Different employees probably spend time on most social networks, from Facebook to Pinterest to Twitch to Google +. It is unlikely that many businesses will run social accounts across as wide a range of social networks as their employees.
Employee advocacy is still relatively new. It is possible that your competitors have not even considered it yet. This gives you a chance to try this out while it is still fresh and compelling.
