Communication is a core skill of social media and community managers. The majority of the time, it comes into play through crafting content, providing customer care and building relationships online. But what about internal communication?
It’s crucial for social media professionals to adequately explain the progress and value of social. Across industries, social media has come a long way. The medium has been accepted as an essential for organizational success. To further the industry, social media professionals need to start focusing on measuring social’s impact on the bottom line and its influence on a brand’s image. Encouraging employees to get on board and share the excitement of a brand’s message can aid in social media’s acceptance and adoption as a business practice.
This week’s #SproutChat discussed communicating with internal employees on all things surrounding social media. Our community shared some great resources on the topic, including an infographic on How to Encourage Employees to Get Social and this post on 11 Steps to Enterprise Social Media Advocacy. Below are some other communication guidelines for internal and external success.
Set Employees up for Success
It’s every social media manager’s job to preach the importance of a social business. More and more organizations are discovering the potential reach of tapping into the social communities of their employees. Take the lead by setting up an employee advocacy program. Talk to coworkers to determine appropriate motivation tactics and be sure to get buy-in from your boss and other members of senior level management.
A1c: We like to keep Google Docs with outlines of each role to help employees out when we bring them on-board. #sproutchat
— Express Writers (@ExpWriters) February 10, 2016
A1) First step is letting your employees know that advocating for you online is something you want. Many don't know! #SproutChat
— Josh Schweigert (@joshschweigert) February 10, 2016
— Rymax Marketing (@RymaxInc) February 10, 2016
A1: Build good relationship with your team and set up a motivating mechanism to encourage them #SproutChat
— Abel Udoekene (@abelekene) February 10, 2016
A3: Establish a list of guidelines to follow – what's expected, appropriate, etc. Staff should feel confident posting #sproutchat
— Hailey Jester (@HailJester) February 10, 2016
Create a culture that invites all employees to participate in your success.
Makes them feel part of your brand's tribe. #sproutchat
— Gabriela Cardoza (@CardozaGab) February 10, 2016
A5. Gamification! Add a leader board, get the competitive juices flowing. End of the month offer an "experience based" reward #Sproutchat
— Kapil (@KapilJekishan) February 10, 2016
— Maureen Jann (@MaureenOnPoint) February 10, 2016
Be Diligent in Measuring Impact
Measuring the impact of social has always been a bit fleeting, but it’s essential for fostering new opportunities. Take advantage of the tools and metrics you have access to. Think critically about the data you’ve uncovered and interpret it to tell a story. Shoot for big numbers, be memorable and work to ensure that individuals from your community are converting and becoming customers.
A2) In higher ed, the key is to make sure you're getting mentioned at department meetings! Send stats & examples to dept. heads! #sproutchat
— Josh Schweigert (@joshschweigert) February 10, 2016
A2: i dont. it speaks for itself when your best new clients are a direct result of your personal social efforts. #sproutchat
— Anthony Randall (@tonyxrandall) February 10, 2016
Create a Social Media Policy & Set Expectations
Setting clear guidelines around company-owned and personal accounts, along with having a general social media policy, is key. When suggesting that employees have branded handles, first train them on learning your brand voice. Employee communications is about maintaining consistency as much as possible so that others understand the role team members will play.
A3: Need to be careful as anyone can leave a company and the question of who 'owns' the account and followers has to be asked #sproutchat
— Paul Slater (@Mushcado) February 10, 2016
— Ian Patrick Harris (@IanPHarris) February 10, 2016
— Krystal Blais (@krystalblais) February 10, 2016
A3.1: Or if tweeting from a brand page, especially if engaging with a customer, state your name "-Andrew W" #sproutchat
— Andrew Wasyluk (@socialeyze) February 10, 2016
A3: I don't have a branded account for me, but I've been able to help the brand being " a guy who lives here" #SproutChat
— Brad Lovett (@Brad_Lovett) February 10, 2016
— Michael Boyce (@mjboyce) February 10, 2016
Next week at #SproutChat, we’ll discuss Social Media Ads for B2B companies. Join our Facebook group to connect with other social media and community professionals and stay up-to-date on weekly chats.
Sarah Nagel: Sarah Nagel is the Senior Manager, Brand Advocacy & Community at Sprout Social. She heads community building initiatives as well as Sprout’s advocacy program, Sprout All Stars. Sarah is a champion for empowering passionate and enthusiastic customers and believes in the huge impact an engaged community can have on an organization’s bottom line. Outside of work, she loves taking on home renovation projects, spending time with her husband and two rescue dogs and making the best guacamole you’ve ever had.