As a social enterprise, your employees can be some of your biggest brand advocates –– not just for your products and services, but for your mission, too. If your company is struggling with building awareness among potential customers about both your offerings and mission, it may be because your team isn’t on the same page about how to best communicate your brand, either internally or externally.
An employee advocacy tool is one way align your team members on your brand messaging and increase awareness among potential customers at the same time. Tools like Bambu, Sociabble and Socioadvocacy allow you to share company updates and curate social media posts your team can share across their profiles, which can enhance your communications externally. Here’s how these tools help you achieve greater social enterprise awareness:An employee advocacy tool is one way align your team members on your brand messaging and increase awareness among potential customers at the same time. Click To Tweet
Improving internal communication
Whether you’ve maintained a consistent brand and messaging for several years or have recently rebranded, you may struggle with getting people on your team to use consistent messaging when it comes to your services and your mission. Once you develop your company’s key messages, you can use a brand advocacy tool to bring them to life by developing ready-to-use social posts your team can share across their networks. Ultimately, this ensures everyone on your team is on the same page about how and why your social enterprise’s brand messaging matters.
It’s also important that your team members also have the opportunity to personalize how they talk about your brand. That’s why the idea of brand democracy is critical when sharing your company’s messaging with your team. When your top employees are engaged in the process of defining and communicating about your social enterprise, they’re more likely to have a better understanding of your company’s mission and ultimately become more effective brand advocates.
An employee advocacy tool is also a great way to communicate your impact. As you may know, employees are more likely to stay at a job long-term if they feel their company is making a difference. Developing communications your employees can share with their networks allows you to not only spread a consistent message, but can be a reminder to your team about why they choose to work at your social enterprise.
Employee advocacy platforms offer more than internal alignment and brand democracy. Their true purpose is giving your employees the tools they need to help build awareness for your social enterprise.
Whether you want to build your social media following, bring more people to your website, increase event attendance or recruit potential employees, you first need to build awareness about your social enterprise. Some of the most common marketing tactics to drive awareness include blogging, PPC advertising, media relations and social media — which is where a brand advocacy plays a role.
Curating ready-to-share social posts can have direct results for your social enterprise, and many changemaking companies and organizations have seen positive outcomes from using an employee advocacy tool. For example, Audubon Nature Institute, a New Orleans-based organization that operates several parks, zoos and aquariums, uses Bambu for internal advocacy through social media. The posts they created not only helped clarify their internal social media policy among employees, but it allowed the organization to get creative in how to communicate awareness for their institutions and their bigger-picture stance on animal welfare issues in general. After implementing Bambu and getting employees on board, Audubon Nature Institute saw a 13.7 percent increase in social followers and a 73.4 percent increase in social engagement.Curating ready-to-share social posts can have direct results for your social enterprise, and many changemaking companies and organizations have seen positive outcomes from using an employee advocacy tool. Click To Tweet
Is an employee advocacy tool right for your social enterprise?
Of course, an employee advocacy tool and even awareness marketing in general isn’t enough to bring in customers. It’s just one piece of your marketing plan.
Are you ready to create your marketing plan?
If you’re considering what marketing tactics are right for your social enterprise, download the Essential Social Enterprise Marketing Plan Template, where you’ll get direction on how to design campaigns necessary to achieve your goals, how to develop a marketing calendar and more.