An Edelman Trust Barometer found people have much higher trust in regular employees than in a company’s CEO.
Involving employees in marketing initiatives, mainly social media activities, can help companies reach prospects through the voices they are most likely to trust. Companies should start their employee social media engagement strategy by sending out an employee survey, asking them how the program could work best for them.
Marketers should encourage employees to share branded content on social platforms by providing the right content to the right employees. Employees should have plenty of options to choose what to share. Additionally, marketers should make sure the content provides value beyond just promoting a branded product.
Conducting social contests and getting employees involved in product launches can help turn employees into brand advocates. Businesses can use tools like Hootsuite Amplify and Workplace by Facebook to help employees effectively engage on social media.
[8 minute read]