84 percent of people trust recommendations from people they know, more than any other form of advertising. Employee advocacy is a great way to reach your audience through people they know and exploit the advantages of word-of-mouth.
However, not all companies are ready for employee advocacy. Are you?
1. You don’t have a clear goal
Before starting with an advocacy program, you need to establish your SMART goals. This way it’s easier for you to focus on what you want to achieve and be able to measure it afterwards. Remember, SMART stands out for Specific, Measurable, Attainable, Relevant and Timely goals.
2. You don’t know who your ambassadors are
Identifying your potential ambassadors or advocates is one the first steps to launch a successful advocacy programme. Checking which employees are already engaged with your social media channels is a good way to start your search.
Additionally, segmentation is a key step to make sure that all your ambassadors receive the content that they are interested in. For example, your sales team might be more interested in salesy content that they can share with their prospects but other employees might be more reluctant to share this type of content with their peers. Do some research and come up with a good segmentation strategy to ensure your success.
3. You don’t have relevant content
Focus on quality content that your advocate can relate to. Think about it, someone that is a die-hard sports fan will not be that interested in arts and crafts.
4. You don’t know how to get people involved
Engagement is an important component when it comes to an advocacy program. It is not enough with sending content to your ambassadors and hoping they share it. Start by communicating what you want to achieve and try to be as involved in the program as possible. Ask them for the feedback, join the conversation and build a fruitful relationship with both sides.
5. You want results “for tomorrow”
Employee advocacy is a process and takes time to work its magic. From convincing employees to join and making them stay. It’s a constant effort that needs to be nurtured. It will take some time until you start to harvest the fruits of your work but, believe us, it will be worth the time.
6. Your employees don’t know how to use social media
There are over 3 billion people on social media, but this does not mean that every employee in your company is on social media or knows how to use it. Providing them with a basic training will help you overcome this challenge. You can also use this opportunity to go through the guidelines to share content about the company on social media.
7. You don’t know how to measure the success of your programme
Once you have established your SMART goals it’s easy to know what you need to measure. Regarding the “how”, a good employee advocacy tool will help you track all your advocates’ interactions and measure the success of your programme. Which leads us to our last point.
8. You don’t have access to the right tool
Cards on the table: you don’t need a software to manage your employee advocacy programme. You can do it old school. However, counting with a specific software to manage your programme can make things really easy for you and your ambassadors.
An employee advocacy software will help you recruit your ambassadors, share content with them in a way that it’s easy for them to spread it, track and measure all the interactions and help you build a community.