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The Social Employee Strategy: Testing & Measurement (Part 3 of 3)

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Sep 20, 2016
Social Employee Strategy ROI

Now that we've covered the "why" and "how" of building a social employee strategy, it's time to talk testing and measurement. First things first: "the try before you buy" approach:

Launch a Pilot Program

Rightfully so, many brands and companies get a little nervous at the idea of  handing over the keys to the social media kingdom to employees. This is why it’s always a good idea to run a pilot program to determine the best practices for employees on social media. Once you’ve identified a few good social ambassadors within your company, train them on how to share content, what platforms to use, what types of content to share, and what types of posts to avoid.

Once they understand, let them out into the social media landscape to spread your brand’s ideas and values far and wide. Monitor this first batch of activity closely to determine whether the program is working and meeting your goals. If it is, have the established social employees train others. By remaining rather hands-off (other than the original guidelines) employees will feel empowered to engage and share quality content that can help establish your image and help generate leads. Be sure to recognize or reward employees that are engaging effectively.

Measuring Effectiveness

Many brands and organizations initially expect to record and measure an ROI on social employee campaigns. However, this kind of activity isn’t easily quantified. The effect of social employees is cumulative, building on itself more and more everyday having a greater effect on the brand’s personality and authenticity. Instead of focusing on a strict number that determines success, focus on how many people are talking about your brand, who they are, what they are saying, and how it effects the brand’s overall image and persona. Having a social employee army is more than just a figure, it’s about creating more authentic and engaging brand personas.

A Win-Win Situation

Social employee programs are a win-win. The company becomes more authentically branded, identifies their high-value employees, and increases leads and sales through inbound marketing. Real connections are made with employees through social and can lay foundations for real business relationships. On the other hand, employees also have much to gain. This kind of responsibility allows them the opportunity to establish their own professional brand by sharing content and engaging in discussions. In this way, they’re able to showcase their skills and knowledge, while expanding their own network.

What Are You Waiting For?

Utilizing the social media-savvy of employees builds trust and increases transparency and authenticity. These are invaluable qualities for a brand and the resources required to attain them in this way cost very little. When social employees become advocates for their company it can lead to increased inbound web traffic, brand recognition and brand loyalty. So get out there, round up your employee ambassadors and turn them into social butterflies that build-up your brand and your relationships with customers!

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