Penned by SAY’s Italian partner, Prima Pagina, this article reveals how social channels have revolutionized PR, transforming how individuals, brands, and organizations connect and engage with their audiences. Whether you are a B2B or B2C brand, leveraging your social media channels builds stronger relationships with potential customers, manage your reputation more effectively, & achieve your communication goals.
In this social media era, employees now play a pivotal role in a company’s PR strategy. Encouraging employees to share their experiences & company updates through their social channels amplifies your brand reach & increases trust & credibility. B2B companies can benefit significantly from the influential power of their employees, especially in regions where B2B influencers are scarce compared to the B2C space.
Employee-generated content is often perceived as more trustworthy & credible than corporate channels. When employees share company content or speak positively about their company, it enhances the authenticity of the message & humanises the brand. Authenticity is just one of the many benefits of considering a network of social media-savvy employees as an integral part of your PR strategy.
From the outset, be specific about its objectives, share concrete examples of the results the company can achieve through their engagement, & provide a clear social media policy. Offer training sessions & support them throughout the journey – have a repository of shareable content or topics they can focus on to create their content.
Over time, you will notice several benefits:
- Increased Reach & Engagement: Each employee has a unique social network. When they share company content, it reaches a wider & more diverse audience. Content shared by employees often receives higher engagement rates than content shared by the official company page due to personal connections & trust.
- Enhanced Employer Branding: Employees sharing positive experiences conveys an attractive place for potential new employees. This undoubtedly helps to attract talent & retain existing employees.
- Content Diversity & Creativity: Employees can contribute different perspectives, stories, & content ideas, adding diversity & richness to the company’s social presence. They can create highly engaging content, such as behind-the-scenes posts, personal achievements, & other compelling content that adds a personal touch to your social media presence.
- Community Building & Brand Ambassadorship: Employees actively engaging with online communities can help build stronger relationships & foster a sense of community around the brand. They become brand ambassadors when they share company content, engage with their community, & promote the company’s values & mission.
- Employee Recognition, Engagement & Motivation: Encouraging employees to share their achievements & contributions helps to create a culture of recognition & appreciation. Social media involvement increases engagement & motivation, making employees feel more connected & instrumental to the company’s success.
Conclusion
Employee involvement in social media is a powerful asset for any PR strategy. It can enhance credibility, expand reach, strengthen employer branding, & create a positive & engaged community. By encouraging & supporting employees to actively participate in social media, companies can harness the full potential of their workforce as authentic & influential brand ambassadors.
