Social Selling is about building relationships.  It takes time, effort and resilience.  

Content is the beating heart of Social Selling - from reading and learning to sharing and engaging. 

A successful Social Seller will understand their content mix.  They'll know what is valuable to their audience and what supports their clearly defined personal brand.

They'll use content to learn from others, engage with prospective buyers, define their thought leadership and add personality to their brand.

Essentially, content is the core of any successful social selling program which is why I'm baffled to see employee advocacy programs run in isolation of Social Selling programs.  

The most time-consuming part of social business activation is sourcing and sharing content.

Employee Advocacy programs are there to speed up the content process for employees - helping to source and helping them to share efficiently.

However, both Social Selling and Employee Advocacy are normally led from different parts of the business.

Advocacy typically sits within the Communications team whilst Social Selling sits within sales enablement.  

The departments couldn't be more different yet the programs should be more aligned.  

There's a misconception that Social Selling and Employee Advocacy programs are polar opposites serving different objectives within the business.

However, this is not true.  A well structured advocacy program can serve your Social Selling audience, saving them a lot of time.

If organisations recognised the impact of collaborating across the business budget would be reduced, time would be saved and employee confusion would be avoided.