1. Choice – Let them choose to be part of advocating your brand
Participation in a program of employee advocacy should be by choice. Do not force people to participate – it must be voluntary. The best people are those who want to share news and information about your company. It’s a matter of alignment with your company culture. Keep your staff engaged and enthusiastic about your brand and they will be motivated to advocate for the company on social media.
2. Encouragement – Encourage them to grow their personal networks
Your staff has a following on their various networks that are already interested in their social updates. Help them align their social content with the interests of their networks. Doing this will ensure that their shared content will be viewed and welcomed by their friends and people in their social circles. Provide good content that they will be happy to share.
3. Learning – Training, Training, Training
For the greatest impact, your team’s shares should be spontaneous and come from themselves. This will always perform much better than manufactured messages put out by the company. However, this can only be done with training. Social media training is a key element of any social media program. The team must know how to use the existing social media tools and what they are allowed to say according to your social media policies.