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.

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.

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.

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.