Want to Extend Your Reach on Social Media? Assemble Your All-Star Team

April 13, 2017

It seems so simple: Build an audience on social media, serve up great content, and touchdown!

In the early days of social, that strategy might have worked. Now just getting content to your existing audience can be a challenge, let alone attracting new followers. Your organic reach faces an intimidating defensive line of algorithms, opt-out buttons, even third-party blocking software.

Paid social can help move the ball forward, and it should be a strategic part of every campaign. But to really boost content beyond your existing audience, your marketing department can no longer afford to go it alone. It’s time to put together an all-star social media team.

Who should be on the team? Everyone who works for your company, has social media accounts, and is motivated to boost the business. Your organization’s employees have collectively, on average, ten times more connections than the company does itself. Not only do employees have greater reach, their shares are twice as likely to be clicked on as corporate shares.

Here’s how to build an all-star employee advocacy program that can take your content from the 50-yard line to the end zone.

1. The Cheer Squad

To get your team motivated, you’re going to need a lot of support. In this case, your cheer squad should be everyone on the top of the org chart, from the C-Suite on down. Managers should be leading by example, with professional social media profiles from which they regularly share valuable content.

Your cheerleaders should make it clear that they understand the value of employees sharing on social. They should congratulate top performers and encourage those still on the bench to get in the game.

Actual cheers are optional for the cheer squad, but we recommend this one: Extend our reach and rock your brand! Help yourself and lend a hand! Wooo! Go Team!

2. The Coaches

Part of what stops employees from sharing on social media is a lack of guidelines. They want to talk about the company and share content, but are afraid of going out-of-bounds. Your team’s coaches—the managers in charge of your employee advocacy initiative—will help make sure everyone knows the rules and is equipped to succeed.

Coaches should work together with employees to draft a social media policy. Then they can help employees be successful by giving regular reminders, hints on when and how to post for the best response, and sharing the impact of each person’s efforts.

3. The Trainers

You know the people standing around the bench at a football game, squirting Gatorade into the players’ mouths? Those are the trainers, and they make sure each athlete has the fuel they need to keep playing. On your team, your trainers are content curators—they’re in charge of finding the content that your employees will be sharing.

Your team will be more successful if employees can opt into specific categories of content they will be more enthusiastic about sharing. So you may need a trainer for each category to keep everyone stocked up.

4. The QB

Your program director will be the team’s quarterback—they’ll be on the field with the team, but their job is to make sure everyone is working together toward the same goal. Their task is a lot easier, naturally, if your program is designed strategically with goals in mind. It’s hard to score if you don’t know where you are on the field.

Your quarterback will call the plays and make sure the team gets the critical information they need to move toward the goal. They will also serve as a liaison with upper management, sharing information about the program’s success.

5. The Starting Lineup

Finally, you have the team members on the playing field who will actually be putting your employee advocacy program in practice. Football teams don’t just pull people from the stands and put them in game, and neither should you—pick your starting lineup with an eye toward racking up quick wins.

Find the people in your organization who are already active on social and have already built a healthy network. With coaching and cheerleading, these players can get results quickly and energize the entire program.

Like football, employee advocacy is something a lot of organizations do informally. But when done strategically and with discipline it becomes something else entirely. It’s the difference between touch football in the backyard and the Big Game in front of thousands of fans. To get started putting your team together, download The Official Guide to Employee Advocacy

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