According to a WordStream article, more than 56 percent of adults online use multiple social media platforms; 75 percent of men and 83 percent of women who use the internet are on Facebook; there are more than 500 million user profiles on LinkedIn, and nearly 80% of all social media activity is taking place on mobile devices.

With these figures, organizations should have realized by now the importance of maintaining a presence – and engaging – on social media. Facebook, Twitter, Instagram, and LinkedIn are not going anywhere anytime soon, and they provide instant, 24/7 access to their target audience.

If you are on top of your company’s marketing strategy and are working with PR firms in Raleigh NC, you could encourage the rest of your team to advocate for your brand through social media. Here’s why it’s important, according to everyonesocial:

• Employees have an average of 1,090 social connections
• Employees have 5x more reach than corporate accounts
• Their followers are 7x more likely to convert

A Nielsen study found that 84 percent of people trust recommendations from people they know over other forms of marketing.

While your company’s social accounts are important for sharing, interacting with customers/clients, and establishing a brand presence, PR firms in Raleigh NC will tell you that it is your employee’s social connections that will increase brand visibility, generate quality leads, and drive web traffic.

And yet, employees have reservations about engaging in social media. Some of the factors that hold them back include not knowing what content to share, not having time to post on social, not wanting to share work-related content; and believing that they don’t have enough followers to create a difference.

It can be challenging, but there are ways to get your team onboard and engage on social media on behalf of your company. Here are a few tips:

1. Educate your team. Make them aware that the likes, shares, and comments on the content they post all contribute to the brand’s success.  

Teach your team the basics of good content creation. McKeeman Communications, a top PR firm in Raleigh NC, shares some video recording advice: phones should be held horizontally, the video should be shot in a quiet location with a distraction-free backdrop (bonus points if the company logo can be subtly included in the shot), and there should be generous amounts of natural light. There should be pauses between questions and answers to allow space for editing.

2. Have a clear social media policy. Before asking team members to be brand advocates, simple and straight to the point social media guidelines should be in place. Vague instructions on what – or what not – to post will make them reluctant to share anything on social media. Make sure they are visual examples and all policies have been reviewed as a team.

3. Communicate early and often. Sharing the company’s mission is just as important as having a clear social media policy. This will serve as the rationale behind social media initiatives and how these initiatives help achieve the organization’s overall goals. 

Build trust by being transparent with your goals, having open communication lines, and sharing monthly reports on social media efforts. Knowing that they are making a difference will encourage your team to participate more.

4. Make it easy and fun! While social media participation should not be mandatory, make it fun for those who do participate by giving them incentives. It could be anything from a free lunch to gift cards, extra time off, donations in their name, or a recognition. Setting up a leader board brings out everyone’s competitiveness, driving participants to share more.

PR firms in Raleigh NC suggest keeping team members engaged through entertaining 

            polls or quizzes. Start conversations on trending topics, and interact with their posts.

5. Allow for collaboration and feedback. Schedule regular meetings with social media participants to ask for feedback, report observations, answer any questions, share best practices, and assess what’s working and what isn’t. There are no right or wrong answers; keep the discussion casual so everyone remains open to suggestions for improvement.

While employees won’t mind sharing company-related content, they also do not want to sound like a hard sell. PR firms in Raleigh NC recommend allowing them to share quality third-party content. This helps employees showcase their knowledge, paving the way for bigger professional opportunities.

With careful planning and encouragement, the best brand champions can be found right there in the workplace. Your team can help your brand build rapport and overall trust with their social connections.Looking for top PR firms in Raleigh NC? McKeeman Communications is an independent PR agency working with companies that are experiencing rapid growth or change.  We help localize and share messaging that builds awareness and trust for their brand. We can help you take on a total team approach when it comes to your social media strategy. Sign up here to receive a copy of our Social Media Policy Guide.