This document outlines 4 simple tactics to drive social media engagement from employees: 1. Identify a point person to steer social media efforts and provide education to employees on social media. 2. Gather key employees to collaborate on content strategy to increase acceptance of sharing content. 3. Make the sharing process simple through tools like RSS feeds and one-click sharing widgets to lower the barrier. 4. Provide analytics to employees to validate how their sharing efforts are helping to reach potential clients.

1. DRIVE SOCIAL MEDIA ENGAGEMENT FROM YOUR EMPLOYEES
Using 4 Simple Tactics

2. One challenge that many businesses
face is how to increase engagement on
their social media platforms. It’s great to
create engaging content, but if it’s not
being posted, shared, or liked on social
media platforms, it’s essentially useless.
0
LIKES

3. Best practices indicate that social share
icons that tally how many people have
shared content increases virality. But
there is an inherent risk in pulling back
the curtain on the number of shares your
content is receiving.

4. What do you do?
employee We've found that
engagement
is a key component to
increasing this kind of
engagement.

5. Most companies — especially B2Bs —
are wary of asking employees to share
blog content. Businesses need to reset
this frame of mind because it is their
employees that will give content the legs
it needs to reach potential clients.
Companies should consider employing a
content advocacy program.
We found that the following steps were
helpful in gaining acceptance.

6. 1. Identify a Point Person
Every well-planned project
or program has a “captain
of the ship.” Select a point
person who will steer the
content and social media
efforts in the right direction.
This individual should have
some knowledge and
experience working with
social media channels.

7. If this type of person does
not exist in your company,
provide education and
training to staff to get the
process started.

8. 2. Inclusion Increases Acceptance
Gather the key employees
who would share content.
Outline your content
strategy. Collaborate around
goals, messaging, and
milestones. When
employees are a part of this
process, they will be more
open to sharing your content
via social media.

9. Most employees don’t realize the direct
correlation between blogs and potential
clients.
Using very basic analytics, you can outline
how your content is driving leads.

10. 3. Make the Process Simple
At HLD, we have implemented an RSS
feed that sends an email to employees
when a new blog post is live on the
website, a subtle reminder for them to
share our content. We also added
widgets that make the sharing process
as simple as a click followed by a self-generated
message. Although we
encourage our employees to customize
their messaging, sometimes this task
can be very overwhelming, especially on
a busy day.

11. Additionally, we encourage
employees to share our
content via social media
platforms where they feel most
comfortable distributing it. It’s
no surprise that LinkedIn,
which is of course a business-oriented
social platform,
receives more shares of this
content than Facebook.

12. 4. Provide Validation
Increased social media shares
for your content legitimizes
your organization’s message.
It’s important to share this data
with employees. Show them
how the content is performing
and how their efforts are an
instrumental first push to
creating shareable content that
reaches potential clients.

13. The more involvement you receive from your
company, the better this content will perform. When
your management and employees begin to realize
that the dynamics of social influence are
operational – not merely theoretical – acceptance
and adoption will become much easier.

14. The content posted and shared
through social media can take
many different forms.
Tapping into your company’s
blogs, videos, photos and
events will open up even more
opportunities for employees
to get involved.

15. About Us
HLD is a one-of-a-kind marketing
firm where creatives and techies
speak the same language...and
share a single-minded focus.
This is "The New Marketing" that
links left- and right-brain
thinking and creativity with
technology and traditional with
digital.
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