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?