Why You Should Trust Your Employees With Social MediaAugust 20, 2014 By John McGee
To make social media an effective marketing and sales tools, companies need to:
- Create opportunities for sales people to build their own communities and relationships as company spokespeople.
- Use the relationships their sales team builds to stay in touch with customer needs.
- Develop an internal system for monitoring and regulating employee's work-affiliated social media accounts.
The solution is to keep the company pages as placeholders and maintain the corporate social media presence, but push all sales and marketing activity to the individual level through employees.
Local sales representatives often have a much better pulse on the wants and needs of customers compared to a social media manager located at company headquarters hundreds of miles away. Individual employees need to be empowered to develop relationships with their local communities on behalf of the company. By doing so, they can stay in touch with local customer service issues on a personal level and develop more efficient solutions, relate local events to company news and products, and better integrate the brand into customer's lives.
For example, an insurance company with agents and representatives scattered across the country can use social media to reach new customers and increase services for current customers. If a hail storm occurs in Kansas, wildfires rage in Colorado and heavy rains flood South Carolina, the company can post messages about filing claims and the importance of having proper home owner's policies, but the messaging will include sweeping generalities.