How to Build Your Organization’s Brand with Social Media
The secret to growing your organization’s presence on social media and maximizing engagement with your target audiences? Answer: Your Employees.
When employees are included in social media efforts, they become powerful brand advocates who can help expand the reach of your content and connect with audiences on a completely new level. Plus, encouraging your employees to post and share content will not only represent your company well and drive traffic to your site, but it can also help each employee boost their personal brand and grow their professional networks. It’s a win-win.
Leveraging your employees’ social networks is a cost-effective marketing tactic that can drive short-and long-term returns and build your brand’s credibility in the marketplace at the same time – both among client and prospect audiences.
TRAIN YOUR FRONT-LINE BRAND AMBASSADORS
One-real world example of this tactic in action comes from The Intersect Group (TIG), a national consulting and staffing firm headquartered in Atlanta, GA. Named a top workplace year after year, TIG enlisted the multimedia and social media pros at Responsory to deliver a tool that would empower the company to:
- Highlight how social media can help TIG recruiters and account managers be successful and further their career
- Train TIG colleagues to take basic steps and follow best practices to build their personal brand via social media
- Encourage colleagues to become TIG brand ambassadors and engage their professional networks on behalf of the organization
- Educate colleagues re: TIG’s social media policies
The social media training was introduced to employees as part of TIG’s Annual All-Employee Kick-Off Meeting, taking place in Atlanta in January 2016. Responsory not only produced the training tool and a handout summarizing key takeaways, but it also delivered the training presentation in-person at the Kick-Off Meeting.
Click to view the handout.
Responsory recommended focusing the training session on the key social platforms – LinkedIn, Twitter and Facebook, as well as content marketing via the TIG blog.
To facilitate ongoing training for TIG employees and new hires, the presentation is now being adapted as a training module within TIG’s learning management system.
Click to view the presentation: