Employee voice on social media, in relation to company voice, is something to be explored by brands because they aren't the same thing. one does not replace the other. They have their own unique purpose.
We're engaged, often by smaller organisations, to help support their company social media channels and what's it's necessary to have a brand presence on social media, it's not where most of the interactions happen.
Unfortunately, the algorithm within LinkedIn and other platforms is geared to elevate individual content and not that of brand channels. Understandable as these platforms expect brands to pay to play within the channel.
This is why so many brands are exploring advocacy and authentic engagement by employees.
But where does this leave brand social media channels?
Are they needed anymore?
What's the point?
Absolutely - whilst your fans and followers won't flock to your brand pages voluntarily to learn more about your business, they will visit when they want to reach you...when they're ready!
This could be for several reasons - customer service, recruitment, intention to buy.
As more organisations start to switch their social media channels as a route for customer service, consider this.
- Is your brand social media channel geared up for that?
- Is it resourced to answer inbound enquiries?
- Are they being routed within the company?
- Does your content map to this approach?
So, in short, employee advocacy will never replace the need to have brand social media channels but the purpose of those channels will evolve.
Your company content will be put together in what’s called a ‘queue’ which is then sent directly to your employee’s inbox. From there, all they need to is simply hit the ‘share’ button. They can also receive push notifications on their phone. Whether you use software or not, the point is to find some way to make it easy for your employees to share. Reduce the friction and you will get much more participation. I’m not telling you to kill your company pages, but what I am telling you is that they aren’t the key to success with your LinkedIn strategy. You can unlock that by simply leveraging the network of all your existing employees.