We are living in an age dominated by social media. Most brands have a social presence, and over half of the global population is now on social media. Gone are the days of asking people for their email address after meeting them, why would you when you can just look them up on LinkedIn?
With so much noise online brands struggle to be heard and connect with their audience in a meaningful way. If they are heard, they’re often not trusted and paid/company social media content only goes so far.
This is where Exec Leaders and Employee Advocates make all the difference
The most trusted source for researching B2B buyer decisions is “peers or colleagues”. People trust people, they connect with people. Employee and social advocacy makes a brand more trustworthy; it goes from a faceless organisation to a place that people are excited to talk about.
Challenges Brands and Advocates Face
The biggest challenge that brands and advocates face is a lack of guidance and training. Social media knowledge is now expected but not everyone’s there yet and there’s quite a big difference between a professional and personal profile.
Research conducted by Tribal Impact shows that 42% of those in the 18-34 age bracket have read and not understood, never read, or aren’t aware of, the company’s social media policy. There is a disconnect where brands expect employees to post on social, but employees aren’t sure if they’re posting the right thing so avoid it altogether.
This video series helps Exec Leaders, SMEs and Advocacy Program Leads understand how they need to nurture advocates and the steps they can take to make sure they’re supporting them in the right way. It also help advocates understand how they can grow their network and become successful thought leaders, no matter what stage they’re at currently.