Your social media employees are hugely responsible for the success of your business’s marketing strategy in the digital age. How your business relates to people online will go a long way in determining growth and success.
It’s important that business owners and social media employees alike have a firm understanding of the company’s digital marketing strategy, and how it fits into the marketing plan, and the company’s DNA.
Your social media employees have a lot of power and responsibility. It’s important for them to understand what’s at stake without stifling their ideas. They need to understand that they have the flexibility and freedom to schedule posts, and use mobile technology to become even more accessible. It’s vital that they understand their role and remain productive in the process.
Here are five things businesses can do in order to get more out of their social employees and social strategy:
Understand Their Value – Your audience is becoming adept at considering the source when it comes to information consumption. If the information comes from a business’s PR or communications department, it’s going to have a different look and feel than it will have coming from a social media employee. It will feel more genuine and personal as people relate this way.
Your social employees also have the very important task of maintaining your business’s visibility, and talking with customers where they are. This is about being out there on the front lines, and having a presence where your customers are asking questions.
Maintain A Culture Of Creativity – One of the most important things for businesses to be doing online is to differentiate themselves from the competition. That means that your social media employees need a firm understanding of your business’s DNA, and the freedom to express it in new and creative ways.
Former Apple CEO Steve Jobs was famous for working in buildings that fostered collaboration among employees. It’s a great idea for your social media employees to talk with employees from other departments and have an understanding of the company as a whole.
Allow Your Employees Some Scheduling Flexibility – One perk that your social employees should be enjoying, is the freedom to do the job from almost anywhere. With mobile technology and the ability to schedule posts, they should be able to maintain that visibility at various inopportune times.
If you’re looking to keep their productivity high, consider the fact that in 2011, the average American spent 38 hours snarled in traffic (more in major cities), according to a recently developed infographic from InterCall. Businesses will do OK to allow their employees to utilize technology, work from home some of the time, or stagger their hours in order to avoid traffic.
Give Your Employees The Freedom To Express Themselves – Legal departments and upper management have a way of stifling creativity in some businesses. In order for social to truly be effective, your employees need to feel like they can easily post on behalf of the company. Sure, there should be some guidelines in place. Make sure that your employees understand them ahead of time. Then, let them go to town, without needing approval after approval to post.
Sometimes a truly great social media moment can happen on the fly. If there is too much bureaucracy in place, it’s very possible that that moment could pass your employee, and your company, right by.
Share Your Employees’ News When Possible – It should go without saying, but your employees should feel valued. One component of any successful social media campaign is connecting with your customers on a personal level. When your customers can see the kind of cool stuff your employees are up to, it improves the morale of people on both sides of the relationship.
Remember, your employees are responsible for the day to day work that makes your company a success.