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Why Social Media Marketers and Brand Managers Should Care About Employee Advocacy

by Dave Hawley  |  
January 12, 2015

Both social media marketers and brand managers are asking themselves the same question: How can they make their brand's story stand out in today's noisy, always-on, social world?
Let's face it... Not every ad campaign goes viral, and not every social media post reaches the target audience. But that fact can change. What has lately been called an unsolvable problem by marketers has a relatively simple solution: employee advocacy.

The Benefits of Employee Advocacy
Many Fortune 1000 brands are empowering their employees to be brand advocates—in their own, original voice—on social media. Brands looking to reach new audiences as well as drive brand loyalty need only look to the people creating, building, and selling their products and services.

Employee advocates are some of the best social marketers out there.

Employees can help generate brand awareness, new engagement, and new sales. Research from Cisco shows that employees have 10X more followers than corporate social accounts. What's more, a 12% increase in brand advocacy generally generates a 2X increase in revenue growth.

Employee advocates have the power to drive a wide range of marketing value, such as:

  • Sharing company content on social media
  • Motivating their network to engage with company content 
  • Consuming content published on the platform

How to Get Started

Top brands are offering their employees social media training and an advocate marketing platform that enables them to quickly and easily share brand-approved content.

Getting started usually means identifying internal business partners and getting leadership involved. Company leaders have the ability to model how employees should interact on social media. Support from leadership is a critical component. When leadership is involved, employees are more likely to participate. However, most company executives are more than happy to get involved when they see how various departments across their organization stand to benefit from employee advocacy.

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Dave Hawley is VP of marketing at advocate marketing solution SocialChorus.

LinkedIn: Dave Hawley

Twitter: @DaveHawley33

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  • by Mary B. Mon Jan 12, 2015 via web

    I'd just add that we should always be sure employees disclose their relationship to the company before sharing corporate content (re the recent FTC decision in the Deutsch L.A./Playstation case.)

  • by Leonard D'Souza Mon Mar 28, 2016 via web

    Employee advocacy can have an ROI of up to 300%. This extensive reach of employees on social media has a great impact as it is more trustworthy for other users of the platform.
    Have a look at our employee advocacy platform - SocioAdvocacy.

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