An employee engagement social media strategy doesn’t have to be complicated. Engage employees in your social strategy to engage them more at work while expanding your social reach.

The Edelman Confidence Barometer shows that people trust regular employees (54%) much more than a company’s CEO (47%). A company’s trust in its technical experts is even higher (68%).

Engaging employees on social media allows you to reach your market with the voices they can trust the most. It also allows employees to showcase their company pride and industry expertise.

What is a social media employee engagement strategy?

A social media employee engagement strategy is a plan that outlines how your employees can increase your brand’s visibility on social media.

It should include tactics that encourage your employees to share branded content on their social media profiles, as well as tools to help you distribute content to your team and monitor performance.

6 quick tips for creating an employee engagement social media strategy

1. Submit an employee survey

According to the Edelman Confidence Barometer, 73% of employees expect to be involved in planning their work. If you plan to use social media to increase employee engagement, it makes sense to ask employees how the program might work best for them.

Moyens I/O researched employees and learned that different teams require different social resources. The content employees wanted to share varied across departments and regions.

So, when planning how to engage employees on social media, you need to…

2. Provide the right content to the right employees

Moyens I/O has created a content council to ensure employees have access to the content they are most likely to share.

The council includes representatives from various regions and departments throughout the organization. Each member of the council provides at least two relevant content per month that employees can share on their social channels.

Each of the content council members is also an advocate for the social inclusion program working within their own teams.

When catering and facilities management company Sodexo launched its employee engagement program, it started with its management team and senior leaders.

They designed the content around thought leadership and reach out to stakeholders. It was extremely successful, reaching 7.6 million people and helping secure a high-value contract.

After this initial success, Sodexo expanded into greater employee engagement in the social arena. This expanded employee engagement focuses less on thought leadership. The content is designed to motivate employees. It helps them expand their social reach while driving traffic to the Sodexo website.

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Employees’ social posts, often using the hashtag #sodexoproud, now drive 30 percent of all traffic to the site.

3. Provide plenty of content

Employees are much more likely to share when they have so many choices. They want content that feels relevant and interesting to their social connections.

The most successful employee engagement programs provide their employees with 10 to 15 shareable pieces of content to choose from each week.

But don’t let these numbers overwhelm you. You don’t need to create that much content from the very beginning. The important thing is that your program continues. Aim for one new post each day at first. Once you start learning what type of content resonates best with your team, work up to a few posts a day.

Remember that your employee engagement content shouldn’t just promote your products. You want employees to feel that there is value in the content they share. This may include informative blog posts, job listings or industry news.

4. Organize a contest

As we’ve shown in our posts in social media contests, prizes can be a great motivator. A contest can be a good way to engage employees on social media. It can be a one-time sweepstakes or a regular monthly contest.

Moyens I/O maintains an ongoing incentive program fixed by a monthly contest. Details are different each month. One month, entry can be based on meeting a minimum number of shares. Another month, employees may need to be among those with the most stakes to enter. The goal is always the same – to get a large number of employees to share the company’s content on their social media accounts.

The rewards are different each month, so there’s always a new motivation for employees to check out great content they might want to share.

5. Involve employees in product launches

Chances are, your employees get excited when your company creates something innovative and new. Engage them in dissemination by creating shareable social content for each new campaign.

“Our employee engagement program has become a pillar of our go-to-market for campaign launches,” says Brayden Cohen, Moyens I/O’s Social Marketing and Employee Advocacy Team Leader.

Involve your creative teams in planning how to create content for employee engagement campaigns. The approach may be slightly different from the launch content you create for your own social channels. Give your team something they’ll be really excited to share.

“We work with our creative teams to ensure the content is innovative and stands out for our employees to share on their networks,” says Brayden. “This has been a new approach for us with incredible results so far.”

Post an internal announcement when the content of your launch campaign is available. Provide details about the launch and campaign-specific incentives for your team.

Meliá Hotels International launched the #StaySafewithMeliá campaign to welcome its guests back after their hotel closed last year. They worked with both influencers and employees on the campaign to expand their reach.

Employees shared the campaign more than 6,500 times, with a potential reach of 5.6 million.

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6. Share company loot

Who doesn’t love free stuff – especially if it’s high-quality and useful?

Provide your employees with branded company shirts, jackets, stickers and other promotional items. It helps them show their workplace pride, both in real life and on social media.

Using a corporate scandal is one of the most common forms of “nonverbal defensive behavior,” according to a recent study.

This is a great way to involve employees who may not be as comfortable sharing promotional content.

3 tools to help engage employees on social media

1. Empower

Moyens I/O Amplify is a dedicated tool for employee engagement via social media. Amplify makes it easy for employees to share approved social content from desktop or on the go with a mobile app.

When new social content is ready to be published, simply add it to Amplify. By dividing content by topics, you can ensure that employees have easy access to the right material for their roles and interests. When employees want to see what new content is available, they log in and share it with just a few clicks.

For critical messages, you can alert employees with a push notification on their smartphones or share a post via email. You can also create internal announcements through Amplify to notify employees.

2. Workplace from Facebook

Workplace by Facebook is a workplace collaboration tool used by many of the world’s leading businesses. Because so many employees use this tool every day, it is an important source of communication for employee engagement programs.

By connecting Amplify to Workplace, you can post Amplify content to specific Workplace Groups.

You can also use Workplace to search for new content ideas. What types of topics are employees currently talking about? What kind of content do they share among themselves?

3. Moyens I/O Analytics

To develop an effective employee engagement program, you must track your results and learn as you go. You need to understand the sharing habits of employees and the impact of shared content.

With Moyens I/O Analytics, you can create custom, easy-to-share reports. They help you learn what works best for your program and prove its worth to your boss.

Key metrics to track include:

  • Adoption rate: The number of active employees divided by the number of employees registered.
  • Registration rate: The number of employees enrolled is divided by the number of employees invited to join.
  • Share ratio: The number of sharers divided by the number of active users.
  • Clicks: Total clicks from employee engagement content.
  • Goal completions: The number of people who took the requested action on your content (signed up for a newsletter, bought it, etc.).
  • Total traffic: The number of visits to your website from shared content.

Leverage the power of employee advocacy with Moyens I/O Amplify. Increase reach, keep people engaged and measure results safely and securely. Find out how Amplify can help your organization today.