Social Media Advocates And Where to Find Them: a Strategic Approach
Because brand perception is increasingly shaped online, social media advocates have emerged as invaluable assets for companies aiming to strengthen their brand presence and foster trust among consumers. This article delves into the concept of social media advocates, outlines their importance, and provides strategies for effectively leveraging their potential.
Social media advocates: a definition
Social media advocates are individuals who voluntarily endorse and promote a brand through their social media channels, such as your employees, for example.
Unlike traditional influencers, who often receive compensation for brand endorsements, social media advocates typically share their positive experiences without any expectation of reward. This is because advocacy usually hinges on the bonds between an employer or company and its employees.
Assuming there is a relationship that fosters collaboration, respect, passion, dedication, and workplace satisfaction, the employees’ advocacy stems from a genuine belief in the brand's values, products, or services. That’s why the endorsements of social media advocates are perceived as (and are) highly credible and persuasive to their followers.
Why should your employees become social media advocates?
By sharing their experiences, achievements, and the exciting aspects of their company culture, employees not only enhance the brand's visibility but also establish themselves as industry insiders and thought leaders. Besides countless side benefits, this is the main reason why employees should want to become social media advocates for their organizations.
This form of advocacy not only strengthens their personal brand but also fosters a deeper connection to their workplace, promoting a sense of pride and belonging. Building one's personal brand through social media advocacy is a strategic move that benefits both the employee and the company. It's about curating a professional identity that highlights an individual's skills, experiences, and values and aligns with the company's ethos. At the same time, this also positions the employee as a credible voice in their industry.
Why social media advocates are important for your business
Social media advocates bring different benefits to your company. They hold a lot of power on social media and can be leveraged in different ways to achieve different goals based on your company’s own objectives.
Influence behavior and generate leads
The power of social media advocates lies in their ability to generate organic conversations and engagement around a brand. Their authentic endorsements act as social proof, influencing the purchasing decisions of their network more effectively than conventional advertising.
Personal testimonials and recommendations hold a big sway over consumers and users alike: according to Nielsen, 77% of consumers are likely to make a purchase after hearing about it from someone they trust. That’s how much your employees’ (or your social media advocates’) testimonials online can influence behaviors and generate engagement and leads.
Humanize your brand
Social media advocates help humanize a brand, presenting it in a relatable and trustworthy manner. This not only enhances brand visibility but also contributes to building a loyal community around the brand, driving long-term growth and sustainability.
Having a strong, humanized brand and a people-focused work culture is the fundamental premise to strengthen one’s employer branding and attract talent. Businesses with a 'large number of employees contributing high-quality content and thought leadership' are 58% more likely to attract talent (Source: LinkedIn). And let’s be frank: your employees will be much more believable when talking about working conditions, benefits, EVP, and the such to potential candidates and hires — not your CEO or any other corporate voice.
Organically boost social media reach
When social media advocates share your branded content, they automatically engage their connections and followers, thus expanding your own brand's reach organically.
This is invaluable: first of all, you don't have to spend any marketing budget to achieve it because your teams are organically achieving these outstanding results. Second, the expanded reach also wins you higher engagement rates for the content employees share.
Marketers and social media managers know how strongly social media platforms prioritize personal over corporate content in their algorithms. They prioritize content that generates engagement, often giving lower visibility to straightforward corporate promotions. Content shared by individuals, however, tends to naturally encourage more interaction and thus benefits from greater organic reach.
How to leverage social media advocates
Hwo can companies properly leverage and maximize the impact of social media advocates?
- Engage and acknowledge. Regularly engage with advocates by responding to their posts, thanking them for their support, and sharing their content. Acknowledgment not only encourages continued advocacy but also demonstrates the brand's appreciation for its community.
- Provide valuable content to share. Make it easy for advocates to promote the brand by providing them with high-quality, shareable content. This can include exclusive insights, behind-the-scenes looks, or compelling narratives about the brand's mission and values.
- Encourage employee-generated content. Empower advocates to share their personal stories and experiences with the brand. Authentic storytelling shared through personal, employee-generated content can resonate deeply with audiences, fostering a more meaningful connection with the brand.
- Offer exclusive perks. While social media advocates are not (or in most cases should not be) motivated by compensation, offering exclusive perks or access can further incentivize their advocacy. This could include early access to new products, invitations to brand events, or recognition on the brand's platforms.
Related read:10 Reward and Recognition Ideas to Support Your Advocacy Program
- Monitor and measure impact. Rely on employee advocacy software such as Ambassify to track the reach and engagement of advocacy-generated content and the traffic it produces. Analyzing this data can provide insights into the effectiveness of advocacy efforts and inform future strategies.
Building a community of advocates
Advocacy is not a one-way street: beyond individual efforts, fostering a community of social media advocates must be the foundation of any employee advocacy program.
Creating exclusive groups or forums where advocates can connect, share experiences, and receive updates from the brand can enhance their sense of belonging and commitment. Building a community and nurturing a collaborative relationship with your teams will yield solid and durable results, make your program sustainable, and allow for exponential long-term growth. This community-driven approach not only amplifies the brand's message but also creates a vibrant ecosystem where advocates feel valued and empowered.
Social media advocates represent a powerful resource for brands in the digital landscape. Their authentic endorsements can have a massive impact on one’s business and enhance a brand's visibility, credibility, and community engagement. By identifying, nurturing, and strategically leveraging social media advocates, brands can unlock new levels of growth and foster lasting relationships with their audience. The key to success lies in genuine engagement, appreciation, and a commitment to building a supportive and enthusiastic community around the brand.