Generating content with real-life use cases, and naming internal colleagues who contributed to the success is already best practice in content generation. Users love such content on social media because they see individual achievements, and they can connect to learn more. A Thought Leader, not only brings expertise and credibility but also supports the brand.
Why does employee advocacy matter?
It is well-known that users love connecting with other users, and have authentic connections with real people instead of company profiles. Do love Jade Tambinipost about how to use all this content on social media.
So it seems, it’s worth taking time to engage colleagues because brand management is teamwork and you need everyone to be on board.
Overcoming common issues:
After some years working with sales teams, I have realised that some people may have lack of confidence due to their English language knowledge, or worry about professional etiquette. Earn their trust and make them confident that the social media team is always there for them and supports them in every possible way.
So how can we convince our colleagues and empower them through education?
1.) 1:1 calls with those who willing to learn
In my eyes it is a big deal if someone realizes, I want to learn more than what it is in my job description and find someone, who they can trust to help. Be sure that you are open and you build up the trust to contribute for the long term.
During those calls check the essentials:
⚜️Check the user profile
When someone starts posting online, they will generate traffic to their profile. People are eager to know more and they do love stalking. Make sure that the profile has the necessary info and it is well organized because the LinkedIn profile page will be on top of the first page if someone checks this person in a Google search.
⚜️Sharing social media calendar
Explaining what the social team wants to achieve.
2.) Organizing interactive webinars
Once you have some users with the basic knowledge, organize interactive webinars. Not only record them but also send a step-by-step guide afterward. I do love Scribe because it records in real time all your movements with screenshots. There are tons of tricks and many hidden points, so good documentation is necessary.
Golden rule: never expect that something is already well known. Be patient and show everything that you can.
Here are some topics for the webinars:
⚜️ Navigation – where to find which function?
⚜️Best practice for posting
o Sharing posts from the company page – easy
o Generating posts by yourself – advanced incl: Text, hashtags, making the text bold, Click-through URL, Text, sharing files,
⚜️Groups
How to find and contribute in groups. These are the centers of the most valuable conversations on social media. Make your team aware of them.
⚜️Stalking
Show how to use LinkedIn as a Database and how to find the right decision-makers with the help of filters.
⚜️ Cold Emails
Not only finding but engaging the right decision-makers is essential. Show some templates, or showcase ChatGPT how to generate the best invites.
3.) LinkedIn Sales Navigator
Once your team is up to speed, you can also start engaging them to Sales Navigator. Contact your LinkedIn Rep because they organize great sessions and can contribute well to make your team as Lead Generation experts.
I know it also takes time and engagement from the team. I have already done it many times and promise you it’s worth it because social media is posting regularly on the company profile and engaging all of our colleagues to be brand advocates.
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About the author:
Let’s make things #zSofisticated!
Zsofia Raffa is a global digital marketing strategist with a journalist’s heart! With over 15 years of rocking the marketing world, she’s helped brands like Kodak Alaris, NVIDIA, Black Rock, and Lufthansa to shine digitally.
She’s all about turning data into stories that wow. As a regular newspaper writer, Zsofia knows how to make numbers turn into capturing attention. LinkedIn is her special field – she’s mastered the art of social selling, lead generation, and turning employees into brand ambassadors.
