Late last year, our good friend Sarah Goodall of Tribal Impact released a framework for classifying employees on social media in 9 different buckets based on their maturity, ranging from Influencers (people that have a rich network and are actively shaping discussions about different topics) down to Inactives (people that have a very small social network and low to non-existent activity). We recommend you to read her post to see a detailed description about each category, but the bottom line is that if companies could knew how “mature” each employee is on social media, they could provide a tailored approach (trainings, guidance, amplification, and so on).
Since analyzing employee activity on Twitter is our specialty, in the last few months we have worked with Sarah to run an analysis of SAP employees based on the stages of social media maturity. And we are finally ready to release the results today! You can read all the details on the study in Sarah’s post on the Tribal Impact blog. Why did we choose SAP? Because it is one of the largest tech company in the world, and it has a massive presence on Twitter: more than 5,000 accounts have identified themselves as SAP employees in the bio. So we analyzed their tweets for a period of one month (March 16th – April 15th) in order to get their activity stats (tweets and retweets). By coupling them with the number of followers for each account, we were able to place them on the 2 axes of the model (Level of Social Activity and Network Size).
I will keep this post short by inviting you again to read her article: Know Your Advocates. Focus Your Social Training . And hopefully you will here more from us (and from her) about the employee social media maturity framework in the coming months.
If you have been watching our activity closely, you probably know that our specialty is identifying employees (of any company) on Twitter, and analyzing their activity on Twitter from the employee advocacy perspective. You can see this in some of our previous analyses covering UK companies or tech companies, as well as in our employee advocacy leaderboard.
However, in the last few months we have been working on a new layer of even deeper analytics. The scope of the new analytics is to better understand the content that is shared by the employees: where it is shared from, how often it mentions the brand, and how it drives engagement.
To illustrate the new developments, we decided to take a break from our habit of analyzing multiple companies, and to focus on a single one instead: Adobe. Why Adobe? Because it consistently ranks high in our tech leaderboard, it has a lot of employees on Twitter (almost 2,000). They also launched a company-wide program for employee training and activation called Social Shift.
To better understand why it is successful in employee advocacy, we’ve asked Lauren Friedman, Head of Social Business Enablement at Adobe, to provide us an inside perspective.
For this post, we analyzed the activity of 1,967 Adobe employees for 2 months, from December 1st to January 31st. We analyzed more than 65,000 tweets from the employees in this period. The timeframe includes the Christmas holidays which naturally translate in lower brand-related Twitter activity.
The first thing that we looked at is what platforms were the most used by employees to post on Twitter, and the table below provides the answers. Unsurprisingly, the Twitter web client and the mobile apps for iOS and Android are the most used, but we see other platforms like Instagram, EveryoneSocial (an employee advocacy platform), and LinkedIn. One important observation is that there is no single platform that dominates employee activity. Only Twitter for iOS and the web client have a share of activity larger than 20%, and none others have more than 10%.
If we look at how many tweets were posted by each user on a platform, TweetBot and EveryoneSocial are clear leaders, followed by TweetDeck. No platform reaches a frequency of 1 tweet per active user per day.
|Platform||Users||Tweets||Brand Tweets||Tweets / User|
|Twitter Web Client||846||16484||2001||19.5|
|Twitter for iPhone||679||19230||2071||28.3|
|Twitter for Android||180||4519||335||25.1|
|Twitter for iPad||126||2323||175||18.4|
|Twitter for Mac||56||1500||83||26.8|
|Mobile Web (M5)||45||125||12||2.8|
|TweetBot for i?S||31||1405||57||45.3|
When it comes to tweets about the brand (i.e. those that mention ‘Adobe’), things are changing. Out of the most used platforms, LinkedIn has the highest percentage of tweets about the brand (26.4%). This is in line with Adobe’s Social Shift social media training program, where “we focus our training efforts on Twitter and LinkedIn as those are used more for professional and company news than Facebook, etc”, says Lauren. Other platforms with high percentages of tweets about the brand are EveryoneSocial (22.6%) and TweetDeck (15.2%) You can see the complete list below.
|Platform||Users||Tweets||Brand Tweets||Brand Tweets %|
|Twitter Web Client||846||16484||2001||12.14%|
|Twitter for iPhone||679||19230||2071||10.77%|
|Mobile Web (M5)||45||125||12||9.60%|
|Twitter for iPad||126||2323||175||7.53%|
|Twitter for Android||180||4519||335||7.41%|
|Twitter for Mac||56||1500||83||5.53%|
|TweetBot for i?S||31||1405||57||4.06%|
Finally, we wanted to look at how much engagement is generated by each platform, in terms of likes and retweets. Below, you can see the results, ordered by retweets per tweet (you can sort by other columns, too). The platforms that lead the pack are Buffer, Twitter for Mac, and TweetDeck, with at least 1 retweet for every 2 tweets and 1 like per tweet. The platforms with the lowest number of retweets are EveryoneSocial, LinkedIn, and Instagram. The ranking is roughly similar if we look at the number of likes per tweet.
One possible explanation for the low engagement on EveryoneSocial and LinkedIn is the low number of followers per tweet, meaning that employees that tweet on these platforms are less savvy than those using other platforms. This hypothesis is confirmed by Lauren: “Many Adobe employees using the EveryoneSocial tool and participating in our Employee Advocacy program are, in fact, social media “beginners.” We’re working closely with them to help enable and empower them to be more active on social media and grow their audiences (resulting in more engagement).”
In the case of Instagram, the reason for low engagement could be that the majority of interactions are happening on Instagram itself rather than on Twitter.
|Source||Tweets||Accounts||Likes||Retweets||Avg Likes||Avg Retweets||Avg Followers|
|Twitter for Mac||1290||55||1584||781||1.23||0.61||33393|
|Twitter for iPad||1494||97||2300||660||1.54||0.44||15198|
|Twitter for Android||2482||150||4391||943||1.77||0.38||3816|
|Twitter Web Client||11782||776||11739||3223||1.00||0.27||2293|
|Twitter for iPhone||10893||565||11842||2758||1.09||0.25||3908|
The other main focus of our analysis was looking at the content of the tweets and trying to find out what makes them engaging. We went about this by studying four “entity” types for each tweet: URLs, hashtags, user mentions or pictures. Then, we categorized the tweets into 3 categories of engagement: those that had no retweets, those that had between 1 and 4 retweets, and those that had at least 5 retweets. We excluded tweets that are themselves retweets for this analysis. The table below will show you the results.
The most often used entities where URLs, increasing from 49% for tweets with no retweets to 63% for tweets that have at least one. There seems to be a correlation between usage of URLs and the number of retweets. In similar fashion (but with a more visible trend), usage of media (pictures, images) generates more engagement. Among tweets with no engagement, 16% had a hashtag and 20% had a picture. If we look at tweets 1 to 4 retweets the number increases to 28%, and then to 39% for at least 5 retweets. This is a significant increase. For user mentions and hashtags, the impact varies. Tweets that have between 1 and 4 retweets have more of them than tweets with no engagement. However, the values decrease again for tweets with at least 5 retweets. so no trend can be identified. Also, surprisingly, tweets with the highest engagement contain the largest percentage of tweets with no entities (14%).
In the table below, you’ll see similar stats, but this time only for tweets that mention the brand. Among brand-mentioning posts, URLs appear in 74% to 76% of them. But for hashtags, user mentions and pictures the dynamic is changing. Tweets with 1-4 retweets have the most of each, but their frequency decreases for tweets with 5+ retweets. Even so, pictures and hashtags seem to be stronger indicators of higher engagement than user mentions.
After taking a close look at the tweets posted by Adobe employees on Twitter, we were able to draw several important conclusions. First, the activity of employees is spread along multiple Twitter platforms (client), with none of them having a majority share of activity, and only 2 having between 20% and 30% share.
Second, the frequency, topics (brand-related or not) and engagement of tweets vary significantly for each platform.
Third, while entities like URLs, hashtags, user mentions or pictures are not consistent indicators of a better engagement, some of them, like pictures and hashtags generate more retweets in almost any case. URLs have a neutral effect, while user mentions can help generate a few retweets, even if they are not that used in the most popular tweets.
In addition to what we learned in this post from analyzing the platforms and content of Adobe employees in detail, looking at the wider picture shows that their social efforts are clearly paying off. They have more than 15% of their employees identifying themselves in their Twitter bio, more than any company that we analyzed so far. The 2000 accounts that we analyzed have almost 1.5 million followers collectively, and posted almost 4000 tweets about the brand in January.
I’d like to end this post with a crisp explanation from Lauren Friedman regarding the objectives of their program: “Our Employee Advocacy program is heavily focused on building a personal brand. We are not working to build an “army of Adobe Bots.” Instead, we want to encourage our employees to be well-rounded thought leaders in their areas of expertise.” It looks like they are well on their way to achieving this!
Last month, we did an analysis of employee advocacy in the UK by analyzing the activity of 50 large companies’ employees on Twitter. Both from that analysis, as well as from our experience, we observed that tech companies have some of the most engaged employees on Twitter. This is not surprising for a host of reasons, ranging from social media savviness to overall engagement of tech employees.
For starters, the fact that Twitter is still not as mainstream as other platforms like Facebook and LinkedIn, means that technology workers have a disproportionate representation on Twitter. Also, technology companies are doing very well in top employers rankings, so their employees are both proud about their workplace, and happy to share about it.
Finally, the best way of identifying employees on Twitter is through their bio, so people from other industries (like retail) might not mention the company they work for in the bio. This would result in undercounting employee accounts for those companies.
To understand what makes tech companies so active and visible on Twitter, we decided to study as many of them as possible.
We made a selection of 60 large companies (the smallest one has 3,200 employees, but most of them have more than 5,000 employees). We only included companies for which we were able to find at least 50 employees.
We aimed to cover a large variety of markets, from consumer internet to hardware. We assigned many companies to a sub-industry, but not all of them. Finally, we’ve covered tech companies from across the globe, with a majority (more than two thirds), being based in the US.
For the 60 companies included in the study, we found almost 50,000 employee accounts. We captured all their tweets in the month December in order to find out how many and how often employees are talking about the brand. This post will show aggregated stats, but if you want to see details for each company, please visit our public leaderboard.
Having a wide range of technology companies, quite different from each other, we split them into 7 subindustries in order to see if there are any similarities across them. These are: Gaming, Internet, Software, Hardware, Networking, Storage, Semiconductors. The table below shows the average stats for each industry.
|Industry||Twitter Employees||% On Twitter||Active||Followers||Tweets||About Brand||Retweets|
The differences between the subindustries in several measures are startling. For example, more than 6.5% of employees in gaming companies are on Twitter. For software employees, the presence is 4.5%. But if we look at semiconductors and networking companies, the number is less than 1%.
For hardware, it’s even lower, at barely a third of a percent. There are several factors that explain this. First, gaming and software companies have much fewer employees on average (7,399 and 25,238, respectively) than networking and hardware companies (70,758 and 140,544, respectively). Second, software and gaming employees have more employees working in development, marketing, or sales – functions that have a bigger Twitter presence than factory workers.
Finally, software and gaming companies have a larger percentage of the employees based in the US and Western Europe than hardware companies.
If we look at other measures, big differences remain. The percentage of tweets about the brand varies from 5% in gaming to 28% in storage. Also, the number of retweets for each tweet varies from 0.20 (networking) to 1.75 (Internet companies).
However, there are several measures which are remarkably consistent across the industries. The number of active employees in December is between 38% (in hardware) and 48% (in gaming). The number of tweets for each active user is around 1 / day for all industries except gaming. Finally, for every industry that we analyzed, tweets about the brand generate more retweets than the other tweets.
After better understanding how different industries affect the activity of technology employees on Twitter, we want to go at a more granular level and see which companies are doing well in some of our key measures.
We won’t focus too much on the top companies by the number of followers, even if this is an important metric on Twitter. This is because the totals of top companies by this measure is influenced either by a CEO (Tim Cook at Apple), or a celebrity (Jeremy Clarkson at Amazon), or both in the case of Yahoo. So this number doesn’t really say much about the average employee, and is not the result of employee advocacy programs or efforts.
A more useful measure related to followers is the median number of followers, which shows. This number means that half of the employees have less than (or equal) that followers, while half have more followers (or equal). We chose this metric instead of average followers because it cannot be influenced by the outliers with a lot of followers. Below you will see the top 5 companies by median followers. All of them are well known brands with engaged employees. Activision Blizzard gains an edge because it is a gaming company and it has a relatively low number of employee accounts (283).
Percentage of Employees on Twitter
This is one of the most important measure that we are able to provide for employees on Twitter. The reason is that it gives an idea of how well we are able to cover a specific company’s workforce. Of course, Twitter doesn’t have such a large penetration as Facebook, and many people choose not to mention the company they work for in their Twitter bio. This limits our coverage, but we are still able to find hundreds or thousands of employees for each company.
There are only five companies for which we found more than 10% of employees on Twitter: Salesforce, Adobe, EA, Intuit and Rackspace. They have several things in common: well known and highly visible brands, relatively small workforces (between 6,000 and 16,000), and engaged employees. Also, at least 4 of the companies in this list have deployed formal employee advocacy programs.
When it comes to top companies by active ambassadors (employees that are mentioning the brand on Twitter) the situation changes. We have a few expected names (IBM, EMC and Sage), but the first 2 positions are occupied by Dassault Systemes and CA.
While their presence at the top is surprising, they are both software companies. Also, this ranking is based on relative numbers (percentage of tweets about the brand). So, for example, even if Dassault is first, it has only 339 brand tweets, compared to 3,556 at Adobe, which is not in the top 5.
The numbers of retweets per tweet incurs significant changes from month to month, as it can be influenced by a single account, or even a single tweet.
In the cases of Amazon and Samsung, their positions at the top are influenced by Jeremy Clarkson (who has consistently high numbers of retweets for each tweet), and by Tansu Yegen, respectively (VP for Samsung in Istanbul). Similarly, for Hitachi, the majority of retweets were driven by a single account (@richrogershds), with a single tweet garnering about a third of the month’s total. The more employee accounts a company has, the more difficult is for a single account to make a difference.
Examples of brand-related tweets
After looking at employee activity on Twitter from the numbers perspective, we wanted to have an on-the-ground view by looking at some popular tweets shared by employees. For this exercise, we looked at the most popular tweets by employees that have less than 10,000 followers. We chose this threshold because we wanted to exclude CEOs and celebrity employees, in order to get through to regular employees. We chose popular tweets based on the number of retweets they had. Below, we have selected 3 brand-related tweets that are among the most popular in December by this measure.
While we won’t speculate why these particular posts gained so much traction (we’ll leave this for a future blog post), one thing that all of them have in common is that they have media attached: one has a SlideShare presentation (extracted automatically from the URL in the tweet), while the other two have pictures, which were added by the user (not extracted automatically). The SlideShare presentation represents content created by the company, while the two pictures represent user-generated content (one of them is a screenshot).
A strategist at CA shares a company presentation about agile development
A community manager for EA shows a visual metaphor for playing Mass Effect
The lead producer for Minecraft (part of Microsoft) announces the release of Minecraft for Wii in the UK
In this article we tried to provide a better understanding of how and in what way tech companies’ employees are active on Twitter. The focus of this study is employee advocacy, so we aimed to offer insights across different tech companies in different verticals. We’ve measured employee presence on Twitter, how many of them are active in a month (December 2015 in our case), how many tweets they post and how many of them mention the brand. We’ve also looked at the engagement they generate by counting retweets.
We’ve learned that while some metrics are differing greatly across industries (like employee presence or median followers), others are relatively constant (like percentage of active employees). We’ve also learned that, for each industry, employees generated more engagement for their brand-related tweets than for their other tweets. Finally, we highlighted some of the companies with very engaged employees, and we highlighted a few successful tweets coming from regular employees.
Don’t forget to check our tech companies leaderboard regularly to see updated monthly numbers for each company in the study. Also, don’t hesitate to get in touch if you want a more detailed analysis of your company’s employee activity on Twitter. We can provide a detailed analysis for any company, not just those included in the current study.
We recently published an analysis of the top 50 UK companies by their employees’ activity on Twitter. We tried to include as many large companies headquartered in the UK as possible, that fulfilled two criteria: a total workforce of at least 3,000 employees, and at least 50 identifiable employee accounts on Twitter.
We identified employee accounts by analyzing their bio for mentions of a company, as well as a position where applicable. We analyzed their activity for one month, between October 15th, and November 15th, 2015.
While our previous post provides insights and context for our stats, here we included raw data for anybody who is interested in a certain company from the top 50. You can search the table or sort it by any column.
Enjoy the data, and write us if you have any questions!
|Company||Industry||Total Employees||Twitter Employees||Active Employees||Followers||Tweets||Company Tweets||Retweets||Company Retweets|
|Dixons Carphone||Electronics Retail||32834||155||61||73941||946||71||89||15|
|Intercontinental Hotels Group||Hotels||8179||447||148||123242||3837||100||414||14|
|J Sainsbury||Food Retail||49100||471||180||55048||4893||822||721||278|
|Lloyds Banking Group||Banks||75625||109||55||82559||735||40||419||22|
|Marks & Spencer||Retail||83069||255||100||70786||2125||89||941||42|
|Royal Bank of Scotland||Banks||120300||319||121||38368||3678||848||1109||212|
|Wm Morrison Supermarkets||Food Retail||56177||151||56||17547||825||9||35||0|
You’ve probably noticed that more and more large companies have started to invest significant resources in employee advocacy programs in the past year. Now, you’re most likely no stranger to this concept of inbound marketing. However, if you still don’t know where to start, then maybe the data we collected will help you make a business case for employee advocacy.
But before we prove that employee advocacy has the upper hand, it would be best to first review the main benefits that it has to offer.
First, you build up your employees. Allowing your employees to get involved into an advocacy program will do wonders for their self-esteem and morale, since it will show them you have no problem putting your trust in them. Also, by doing this, you will be effectively helping them become future thought leaders, something that will be invaluable to your company.
Second, customers will have an easier time trusting your brand. This is because they will get to personally interact with your employees in the online medium. Let’s face it: Consumers see brands as being more trustworthy if they have a face or two they can attach to it. Employee advocacy simply makes your business seem more personal and down to earth.
Third, it will drive traffic and generate leads. As we have found out, employee social accounts drive more traffic and engagement than corporate accounts, if normalized by the number of followers.
To better understand the state of employee activity and adovcacy in the UK, we analyzed 50 of the largest UK companies on Twitter. For each of them, we’ve searched for employees on Twitter that mention working for the company in the bio. While we don’t claim to cover all the large UK companies exhaustively, we tried to cover as many of them as possible. We’ve used two hard criteria for inclusion: having at least 3,000 employees (globally), and having at least 50 employee accounts on Twitter.
We analyzed all the tweets of the employees of these 50 companies for a period of one month, between October 15th and November 15th, 2015.
Our analysis covers a varied range of industries, from B2B to B2C, and from those that are inherently social (media/TV) to those which are less so (e.g. mining). There are no less than 16 industries for which we have at least 2 companies, and the average stats for each industry are listed below. Also, we have compiled a detailed list with individual employee advocacy stats for each company.
Unsurprisingly, the media industry (where we included Sky and ITV) had the largest average numbers of followers and retweets, while the technology industry had the largest percentage of tweets mentioning the brand (42%). Also, we were impressed by the number of employees and high level of activity of the two audit and consultancy companies that we tracked, EY and PwC.
By analyzing other employee advocacy data, we can effectively rank the companies based on their performance.
Based on all this data we have, we can effectively make a top of the 5 most successful companies in the online medium when it comes to traffic and engagement, regardless of the industry. We will base this top according to various criteria, like number of employee accounts on Twitter and number of followers for instance.
Twitter presence – Tesco takes the lead in this case with 2,678 Twitter employee accounts (916 active), followed by PwC on number 2 with 1,979 accounts (932 active), EY on number 3 with 1,919 accounts (817 active), Sky on number 4 with 1,086 accounts (639 active) and ITV coming in last with 1,054 accounts (698 active).
Number of followers – Sky comes in on number 1 with 4,853,725 followers, ITV on number 2 with 4,291,281 followers, BT Group on number 3 with 700,824 followers, PwC on number 4 with 634,526 followers and EY on number 5 with 559,944 followers.
Number of company Retweets – Sky is number 1 once again with 3,683 company Retweets, Sage Group comes in 2nd with 2,475 company Retweets, PwC comes in 3rd with 2,464 company Retweets, EY comes in 4th with 2,241 company Retweets and ITV comes in last with 2,052 company Retweets.
Head-to-head comparison: Sainsbury's vs Morrisons
One good way to start out is by analyzing 2 large companies from the UK. Let’s take the food retail industry and overview 2 well-known large brand: Sainsbury’s and Morrisons.
As we found out, both of them have a large number of employees, more than 161,000 for Sainsbury’s, and 125,000 for Morrisons. So, while the difference in the size of their workforce is not that big, when we look at the Twitter presence, the situation becomes different.
The number of employees at Sainsbury’s who are on Twitter is 471, with 180 accounts being active, while Morrisons’ number of employees on Twitter is considerably smaller at 151, with only 56 of them being active.
The number of online followers is significantly different, Sainsbury’s having a total of 55,048 and Morrisons only 17,547. However, what is interesting to note here is that Morrisons still has the lead when it comes to median followers per employee, since they have 82 while Sainsbury’s has only 69. Still, the difference in numbers is not that huge in this case.
Looking even further, we see that the effects of employee activity are significantly more noticeable for Sainsbury’s than they are for Morrisons. Sainsbury’s averages a total of 4,893 Tweets with 822 company Tweets, while Morrisons only has a total of 825 Tweets with only 9 company Tweets.
What does this mean? It’s pretty clear in the results. Sainsbury’s manages to achieve a nice number of 721 retweets, out of which 278 were for tweets mentioning the brand. On the other end of the spectrum, Morrisons employees only got 35 retweets, none of which were for brand-related tweets. It doesn’t take a lot to realize that Sainsbury’s has the advantage in this scenario.
Don’t be too fast to dismiss the Twitter-only data as being irrelevant, since Twitter is extremely important for any business. Yes, the statistics might be 2 years old, but given that they show us exactly how much Twitter can help out businesses, just stop and consider how much the number of people who are on Twitter has grown since then.
One aspect that we looked at carefully is how many companies in the study have active CEOs on Twitter. We were able to find 8 of them, spanning a wide range of companies, from technology to utilites. All of them were active in the analyzed period and 7 of them mentioned the brand at least once. The eighth, Sebastian James from Dixons Carphone, mentioned the company in a tweet one day before the beginning of our monitoring window, so he is also an active ambassador.
CEO presence is important because when consumers see a CEO engaging with them, they have an easier time trusting their brand. And the same effect can be seen with employees: they become more open to the idea of advocating for the brand in social media. Not to mention that having buy-in from the CEO makes it easier for social media leaders to deploy employee advocacy programs.
Stephen Kelly (Sage Group), Ronan Dunne (O2) and Paul Polman (Unilever) were the most active ambassadors, with more than 10 brand-related tweets each. In fact, the CEO of Sage mentioned the company 74 times in a month! If we look at the retweets they obtained for brand mentions, the CEOs of Sage and Unilever are also on top, but this time they are joined by Mark Weinberger from EY.
We can safely say that we have found a few good role models for CEOs and companies that want to be social in a smart manner.
Top employees on Twitter
An easy way to rank employees on Twitter is by how many followers they have. When we looked at the list of top 10 employees on Twitter with the most followers among the 50 companies (which is below), we noticed that it was dominated by media companies. In fact, 5 employees in the top 10 are from Sky, and 4 are from ITV. If we go beyond the top 10, BT also has a significant presence through BT Sports. The explanation for this is straightforward: by nature, media companies (especially TV networks) have many accounts who are very visible: sports commenters, news anchors, presenters, and so on. So it’s expected for them to have more followers on average, and more employees with more than 10,000 followers.
|vernonkay||Vernon Kay||ITV||1255562||Living for the NOW!â˜º@londonwarriors @itv@RadioX 10am-1pm@1000HeartBeats|
|guillembalague||Guillem Balague||Sky||918949||Work for Sky Sports, AS, @yahooSportUK, Onda Cero. Did some books and some songs. UEFA B Licence coach. Proud Patron of @fBeyondBorders. DoF at @biggleswadeutd|
|skysports_bryan||Bryan Swanson||Sky||360848||Head of Internal Communication, Sky (secondment from @SkySportsNewsHQ)|
|susannareid100||Susanna Reid||ITV||290636||Presenter, journalist, mother, domestic worker, book-lover, early riser. Likes to dance. #cpfc firstname.lastname@example.org|
|abbeylinegold||Ⓖⓡⓐⓗⓐⓜ||Royal Mail||255100||Happily married to @LindaLawn Work for #RoyalMail #CWU member. Play Harmonica. Strum guitar (badly). Hobby soap maker. Love #Whitby N Yorkshire. #AlllivesMatter|
|kayburley||Kay Burley||Sky||202095||Sky News founder member and journalist. Author. Dog lover. Proud mum. More than one million minutes of presenting live TV - and counting...|
|skysports_ed||Ed Chamberlin||Sky||201821||Sky Sports presenter: Super Sunday & MNF. Paragon Sports Management. Well Child ambassador|
|kategarraway||Kate Garraway||ITV||192795||I'm a presenter on Good Morning Britain, the ITV breakfast show. Plus every weekday between 10am and 1pm join me on Smooth Radio.|
|graceandrews_||Grace Andrews||ITV||155987||ITV's 'The Only Way Is Essex' Enquiries contact agent: email@example.com clothing line: gracie with cherrydrop clothing! cherrydropclothing.uk â¤ï¸|
|skysarahjane||Sarah-Jane Mee||Sky||154426||Sky Sports & Sky News Presenter. Publicity @beakcomms Event and corporate enquiries: @_thisisparagon Instagram: skysarahjane|
So, in order to have a good picture of the employees of the other companies, we decided to make a list of top employees by followers, excluding Sky, ITV and BT. The result is much more diverse. Only 1 account remains from the initial top 10 list (from Royal Mail). Very interestingly, there is no single company that has 2 accounts in the top 10.
The range of the positions held is also diverse: there are two CEOs, three employees in senior leadership positions, and only one employee working in digital marketing.
|abbeylinegold||Ⓖⓡⓐⓗⓐⓜ||Royal Mail||255100||Happily married to @LindaLawn Work for #RoyalMail #CWU member. Play Harmonica. Strum guitar (badly). Hobby soap maker. Love #Whitby N Yorkshire. #AlllivesMatter|
|corymacleod||Cory Macleod||Costa Coffee||79805||Studying Tourism, Hospitality & Leisure Managment at London South Bank University & Barista Maestro at Costa Coffee, Chislehurst!|
|loaiabid||لؤي | loai||Unilever||62653||رجل قبل كل شيء | كاتب | سأصنع أحلامي من كفاف يومي لأتجنَّب الخيبة | صدر لي أريد ذلك الحب وكنت عمياء |91' | ربي ارحم والداي | Working @Unilever|
|jamessaliba||James Saliba||PwC||58397||PwC Chief Agility Architect â—Š Leadership Developer â—Š Project & Process Optimizer â—Š Agile Expert â—Š Change Management Strategist â—Š Coach -Views are my own.|
|benedictbrogan||Benedict Brogan||Lloyds Banking Group||42028||Group Public Affairs Director, Lloyds Banking Group|
|dearbeckie||beckie reynolds||Debenhams||32533||19. debenhams sales adviser â€¢ music & harry potter enthusiast â€¢ jessie j, paramore, room 94, hollywood ending, twenty one pilots, the janoskians & more â™¡|
|dcsebj||Sebastian James||Dixons Carphone||30392||CEO, Dixons Carphone plc, always keen to hear from customers & colleagues. I can't always reply to every tweet but my teams @knowhowtohelp and @cpwtweets will|
|ronandunneo2||Ronan Dunne||O2||28643||CEO O2 Telefónica UK. Trustee StepUpToServe. Insider's view of leading a digital services business (+rugby/football!). For latest O2 news & help, say Hi to @O2|
|alexfeist_de||Alex Feist||Sage Group||23583||Digital Marketer at #Sage | #Eloqua Master | Passionate about #ContentMarketing, #Google, #SocialMedia, #GrowthHacking, #Webdesign, #UX | Views are my own.|
|networkz||Doug Castor||Intercontinental Hotels Group||22915||Global Sourcing Manager with IHG, these thoughts are my own - unless I RT you. My IHG Friends and Family link is below.|
As the data shows, implementing an employee advocacy program in your company can have great results in the online medium. Of course, the benefits only become apparent in time, but all those hundreds of followers your employees will get can become potential clients if enough time and effort is put into this.
Take a look at other in-depth case studies we put together and learn more about the Twitter activity of employees in large companies like Tesco and GE.
But making your brand known requires communities of people and advocates that believe in your brand who are ready to tell your story. Finding them the traditional way, starting from the networking platform towards identifying the partners that will help you acquire success, is much harder.
You should first search within your company, as statistics support this. According to a U.K. business Growth study, a 12% increase in brand advocacy, on average, generates a 2x increase in revenue growth rate plus boosts market share. That alone should be reason enough to invest in this brand awareness strategy.
How your buyer chooses your brand
The decision of what to buy and from whom has changed a lot in the last decade. There was a time when most of the buying process was driven by TV ads, but that changed a long time ago. Today it’s not about the ads anymore. We are so used them being everywhere that we don’t even see them anymore.
What makes us choose a brand over another is the positive experiences brand awareness brings to our attention – success stories, word of mouth and what the communities inside the company have to say.
That’s why more and more consumers check social media sites before deciding on a purchase. They expect referrals from friends or people just like them that have more knowledge about the company. Brand awareness doesn’t just mean getting your name out there.
It’s about making your clients and future customers understand what your values are and the vision they are investing in when buying your product. Moreover, they expect to find out this information from a friendly face, not a marketing name.
The benefits of raising brand awareness
Implementing employee advocacy to raise brand awareness brings numerous benefits not only for the image of the company, but also for the internal environment. Just imagine how it makes your customer feel when they find your own employees giving them information about your projects or products.
But not the sales or marketing team. Someone like them, a person they can relate to. And at the same time consider how it makes that one employee feel – that they are part of the overall image in that one action of brand awareness. The conversation is public, open and shareable, and that is what employee advocacy is all about today.
Some of the main benefits that your company will experience are:
Raised engagement with the content you share
Fast and easier buying processes
Driven website traffic
Attracting fresh talent
Improved cooperation within the company
Increased brand awareness
How to implement employee advocacy
In order for this strategy to work you need to have a plan. Infrastructure is required to make sure that your advocates have everything they need: from knowledge to materials and support. Here are a few of the first steps you can take to start implementing the strategy into your company’s plan.
Social media training
The first aspect you need to consider is that if you want a large number of your staff members and employees to be part of the brand awareness plan, they need proper training. Consider this as either a training for all employees or an optional one that every employee is aware of.
Give them information about the platforms and how they can use them. The basics should be enough, but also consider a little information on the materials that work best for your own strategy, like video, quizzes, etc.
Make clear how it is different for them to publish something in their name or as a representative of the company. Make the policies well-defined, but leave them space to be creative and evolve.
File sharing infrastructure
In order for their engagements to be relevant for your brand awareness campaigns they need to have access to and be aware of the materials you are sharing. Building an infrastructure will make the process fast and easy for any campaigns.
After creating it and implementing within all departments, it will show results over time. It will also offer your employees the opportunity to always be up to date and informed about what is happening with the company.
This will help them give better explanations and relate closely with the community. Being able to refer future employees and customers to the right materials will have a positive impact on the brand.
Managing brand awareness
Another important aspect of implement employee advocacy is being able to keep track of it. Community managers and digital marketing departments have an important role in this step.
They need proper tools to stay on top of the engagements and have a clear overall image of how the outside parties consider them. This is needed in order to be able to manage each situation accordingly and offer guidance and support to each staff member involved.
If the platform you need help managing is Twitter then we have the answer for you. Try out SocialLook in order to know how well the engagements with any employees are going.
Raising the impact of your company
The benefits are clear and they involve each aspect of the business. If you haven’t considered employee advocacy for improving brand awareness yet, you should.
Understanding how your buyer decides on your brand is essential. At the same time, getting employees more involved your brand will also reflect positively in your image and inner work.
Consider social media training for each every employee regardless of whether they work in your office. Offer them new materials and information about the brand to share with your audience and communities. Give them the chance to shine while living your brand but also offer them support.
Don’t forget that there are amazing tools out there to help you stay on top of all their activity and have clear reports to know how this strategy is working out for your brand.
Most companies’ CEOs don’t know much about employee advocacy and how they could use it to their advantage. Basically, it means that your employees will be working to promote your company, in most cases on social media.
Your employees are your best advocates out there, and I will tell you why.
First, they love your brand (I assume) because otherwise they wouldn’t be working with you. Second, people trust your employees more than they trust the company itself (it’s a fact). And lastly, your employees’ messages on social networks are not filtered as much as those that your company sends.
Nowadays, audiences relate the most to human interaction, not to brand interaction. Many people have stopped believing in brands, in the content they share, and in what they post.
Social media is probably the easiest and most personal way to reach out to your audience and engage them in conversations.
Even today, some companies still have that nonsense policy that doesn’t allow their employees to use Facebook, Twitter, or any other social network. And that’s a total waste for the company.
First, it’s a waste because it limits the employees’ freedom and, second, because the company loses a great opportunity.
I’m not saying that all your employees should be on social media and using it actively during work hours, but those who can influence your audience should, like your marketing, sales, customer service, and of course, social media departments.
That’s why companies need to move towards building a social business and using their employees to regain trust. Employees are also a very important part of the promotion of your business and of building influence.
Employee advocacy can help you build a stronger social media marketing strategy, which will not bring benefits for your company in the short term but will in the long term.
At the same time, your employees can reach a much broader audience on social media, which means more customers for you.
People tend to trust employees that don’t have executive positions. According to this fun infographic, a customer is more likely to buy a product if it’s recommended by someone they trust. At the same time, the engagement will be much higher when an employee shares something on social media.
Probably the most important fact is that the traffic generated by one of your employee advocates will convert twice as many customers than what your brand would.
Aside from getting you more customers, your employees’ activity can also attract people that are interested in working with you, and that will help you keep this advocacy culture going.
Do you believe in the long-term benefits of employee advocacy? Is this a better strategy than the traditional marketing methods? Let me know if you’ve ever used your employees’ influence to build the influence of your business.
Over the last few years, the way your audience interacts with your company’s presence on social media has changed. Whether it’s a good thing or not doesn’t really matter. What matters is that every company needs to adapt to these changes.
The limits of organic reach for your brand's profiles
You’ve probably noticed that people no longer favorite your posts on Twitter as much as they used to. Your Facebook followers don’t like your posts as often as they did in the past, not to mention making fewer comments. It’s like they don’t even exist anymore.
Organic reach on Facebook is dead for some time now. You have to pay a lot of money for your posts to reach your fans. And even if you invest some money in sponsored posts, the interaction is not the same as when the posts reached them organically.
Out of thousands of likes, a big company barely receives tens of likes nowadays, and zero comments.
Maybe soon, Facebook’s strategy to limit the organic reach of what companies post will be extended to other social networks as well. So what will you do then? You will use your employees in your social media marketing strategy.
How your employees can help you
Everyone is on social media nowadays. Well, at least the audience you want to reach out to is. But even if they are active, they stopped interacting with your company’s profile.
Your audience sees your posts but ignores them. Why does this happen? It happens because companies have lost their human side. People are more drawn to and they are more likely to share, comment, or like content that is shared by real people, not corporate profiles.
At the same time, posts that are shared by friend profiles are still seen by all of their friends. This is why it’s worth investing in your employees rather than paying money for some sponsored posts.
Employees are the newest distribution channel, and they’re much more trustworthy than anything you’ll ever find. That influence is authentic, and that’s why it’s so successful.
At the same time, your employees can help you reach more people than your brand’s profile can. And you don’t even have to involve all your employees here – just the ones that have strategic positions and are key factors in the growth of your company.
Think about it. An employee has hundreds of friends on social media; some may have even thousands. If a few of your employees share posts on social networks, the posts will reach and engage more people than your actual company profile would.
Also, your employees may have profiles on social networks you’re not even using. Thus, they are able to reach new channels, and new audiences as well.
Engaging employees makes them more productive and happier at the workplace, and they also feel more connected to the company. Why waste all of this?
Every human being is going to be more interested in hearing about a product from a friend, not from some company, whose goal is just to make money. Take advantage of this opportunity you have in your company – your employees – and turn them into your most valuable asset.
They are the solution to increasing your organic reach, thanks to their social media profiles.
Do you use your employees for brand advocacy?
Would you be interested in applying these methods?