Why You Should Trust Your Employees With Social Media
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.
To increase the effectiveness of social media in a situation like this, representatives of the insurance company should be posting messages saturated with local news. A local representative will know what neighborhoods were hardest hit, how long the clean up is expected to take and where people who need assistance can go for help. Social media posts can be crafted and tailored to fit a local audience, making customers feel like the company knows them and their struggles and is the best option for providing a solution.
In an employee-centric social media strategy, companies are able to reach customers through channels that are more effective while simultaneously exposing potential customers to their products and services. Employees should be empowered with brand and legal compliant messaging by their employer that they can post to their individual Facebook, Twitter and LinkedIn accounts. The messaging should be relevant—not pushy—relatable and solve a problem for current and potential customers. If this method is utilized, businesses will be able to touch more people through social media and experience greater success at creating opportunities for sales.
Ensuring that employees are posting appropriate messaging in terms of legalities and the brand identity can be an overwhelming responsibility for a company. In fact, if an employee-centric social media model is employed, a business must find a technology solution to manage it.
CRM solutions now offer features that allow companies to manage and track social media campaigns just like any other marketing endeavour. Marketing departments can build libraries of brand and legal compliant communications that sales representatives can post to their individual LinkedIn, Facebook and Twitter accounts with customization to tailor the messaging to the local community. Additionally, companies are able to monitor social media across corporate and employee accounts to determine what campaigns are generating results and which need to be revised. Real-time results help companies know what is trending and what is not; learn how customers, prospects and leads engage with content; and track and grow their influence within social networks.