Today, I read this quote from the former head of Dell’s employee advocacy program, Amy Heiss:
“One of the big tenets of our social media and community training is that we want people to post 80% about topics that are informative, helpful and relevant to our customers or are personally interesting to our employees, stuff that reflects their own interests.”
Everything about this quote oozes authenticity and focusing on the employee brand rather than Dell's brand. At Tribal we call this "employee first advocacy".
So, just how much help should a brand give their employees when it comes to sharing on social media? Does AI play a role in helping employees automate their voice on social media?
I've always said that you cannot automate or fast-track relationship building. That employee voice on social media needs to be built from a place of passion, understanding and authenticity.
Having said that, organisations can help facilitate this with tools such as automated content generating platforms. They serve up content to help the employee in two ways;
- Save them time finding and writing content themselves
- Providing a 'safe zone' of content for those stepping into social media sharing for the first time
But there's a limit, in my humble opinion, about where tools stop and enablement starts.
A blurry line where employees start to sound like robots rather than individuals.
Artificial Intelligence is undoubtedly a great way to automate options, analyse impact and optimise content going forward.
A very smart way to increase engagement and reach metrics but at what potential cost?
It's important to balance where 'employee shares' end and 'employee voice' starts - focusing too much on the metrics will inevitably miss the wider conversation around employee influence and impact.
As Nigel Walsh, MD of Google Insurance mentioned yesterday, it can take 45 years to build a brand and just seconds to destroy it on social media.
Social media has allowed individuals to make deep and meaningful connections with professionals so, of course, they are going to go to the person they chat with on social media as opposed to the person on a bus ad or in a phone book (if you are old enough to remember what those were.) It’s Easy Getting your employees sharing company content on their personal LinkedIn accounts may seem like an uphill climb, and honestly, some employees will never want use their personal connections to promote company content. But there is a sizable population in every company that is willing.