Workers say the social content types that they are most likely to share from their employer are educational posts and updates about employees, according to recent research from Sprout Social.

The report was based on data from a survey of 1,110 workers in the United States who are social media users. The researchers segmented the respondents into two groups: "engaged users" (those who spend an hour or more per day, on average, on social media) and "casual users" (those who spend an hour or less per day on social media).

Some 49% of engaged users and 46% of casual users say educational content is among the types of content from their employer that they are most likely to share. Some 51% of engaged users and 45% of casual users say employee updates is among the types of content that they are most likely to share.

Both engaged users and casual users also cite educational content and employee updates as the social media content types from their employer that they find most engaging.

Types of social media content employees are most likely to share

Some 76% of respondents say it is important for employers to post about their employees on social media and 72% say it is important for employees to post about their employers on social media.

Importance of employees and employers posting about each other on social media

Some 86% of respondents say employers are seen as authentic when they post on social media about their employees' achievements and stories.

How brands are perceived when they post about their employees' achievements on social media

About the research: The report was based on data from a survey of 1,110 workers in the United States who are social media users.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji