Marketing That Money Can't Buy—Getting Employees to Tweet About Work

Want a marketing message that people will actually listen to? Keep your employees happy and they'll be your best advocates.

Is the day coming when we’re going to earn raises for retweets?

Many savvy brands like Dell, Oracle, and Intel think the future of marketing is on social media and their best advocates are their own employees. The move to ask employees to market for their companies raises a lot of questions like:

How do you properly incentivize advocacy? What should employees share on social media? How will this change the content of social networks? What types of companies can actually make this work?

Here’s my read: Brands can only pull it off if employees love the company.

To understand this, first look at the reasons why companies have embraced employee advocacy and how they are structuring their programs.

1. Brands and employees have different followers.

Brands are interested in employee advocacy because it allows them to connect with an audience that would otherwise be expensive or impossible to reach. According to Liz Bullock, former director of social media at Dell and current CEO of the Social Arts & Science Institute (SASI), there is minimal overlap between an employer and its employees’ social followings. For example, at Cisco employees had 10 times more followers than corporate accounts yet only a 2% overlap in audience.

2. Word-of-mouth marketing is invaluable.

The most authoritative survey results continue to show that word of mouth rules over any other form of marketing. In 2013, Forrester found that 70% of adults online trust recommendations from friends and family, but only 15 percent trust posts from companies and brands on social media. Similarly, Nielsen found that 84 percent of consumers trust recommendations from people they know. Employee advocates can give brands credibility that they otherwise lack.

What works

Three years ago, Dell was one of the companies that began to recognize these advantages and led the curve in employee advocacy. Dell employees go far beyond tweeting or posting brand messages—they’re answering questions, thanking customers, writing blog posts, generating sales leads, connecting with potential hires, covering events, and more. Their advocacy program has certified over 10,000 employees to represent the brand on social-media sites. Top advocates are personally recognized by Dell’s CMO and featured on their advocacy platform’s "Wall of Fame."

Programs like Dell’s are designed to build thought leaders, not brand parrots. Thus, employee advocacy is not only about transforming marketing, sales, and human resources, but reinventing the culture of a company. In a sense, advocacy programs formalize, channel, and encourage sharing that might occur anyway. They also shift the brand identity from its logos, leadership, and products to individual people as they become the face of a company.

How to make it work

Employees aren’t going to tweet about their company if working there makes them miserable. If their marketing department is pumping out crummy content, they’re certainly not going to spam friends and risk their trust, and demoralized employees will have no motivation to connect with potential hires. Even with cash incentives or other perks, advocacy from a poor culture is going to come across as forced and inauthentic.

In other words, to compete in the social-advocacy arena, brands need happy employees.

So will companies make advocacy optional or required? Will they offer bonuses or other rewards? Might they rank employees by social advocacy? Will an entire workforce get paid to post?

Above all else, I think companies will focus on producing cultures that employees want to advocate for. In terms of long-term sales growth, marketing success, and talent retention, that will matter far more than the fine details of each advocacy program.

If the rise of employee advocacy encourages better corporate cultures and leads to happier employees, higher-quality brand content, and more effective companies, let’s welcome the social workforce.

Greg Shove is CEO of SocialChorus, advocate marketing solution for the brands that people love. Follow him on Twitter at @gregshove.

[Image: Flickr user Cuatrok77]

Add New Comment

11 Comments

  • Great post Greg. I've been on both sides where I was an ambassador as well as working on strategy for revamping employee ambassador programs. I think it can really be a win-win as the employees are gaining a skill(s) and exposure for their personal brand while sharing information and reppin' their companies.

    I'm looking forward to helping more companies create strategies to turn their employees into a marketing force.

  • Lisa Kalner Williams

    Great article. I'm glad you mentioned Dell. While I have no affiliation to the company (don't think I've ever owned a Dell computer), I've been watching the #iworkfordell hashtag. Really nice advocacy idea.

  • sebobo

    During a recent systems wide outage with a major service provider there was a single employee that spoke up in defense of the company and she was totally lynched by a pack of rabid customers. The companies employees (of which I am one) are strongly cautioned that it's not worth EVER mentioning the company their social profiles, as anything deemed inappropriate can result in immediate termination and most employees are not qualified to represent the company online. I'm not sure what happened to the woman who spoke out but she pretty quickly deleted her comments.

    How can we expect companies to manage these sorts of potential problems? How can we expect employees to be open and honest in representing the company online if they are scared of the repercussions of a single false step? Don't get me wrong, employees of my company are very loyal and enthusiastic. But their potential as social advocates is stifled by the fact that the company, with some good reasons, does not want to hand over reputation management functions to a mass people without a greater strategy in mind and who cannot be expected to take responsibility for bad decisions as it is not their area of expertise.

    Thoughts/ideas?

  • Kate

    Hi Sebobo,

    I think a company has to decide, will they trust and properly prepare their employees to act as advocates online and take advantage of this great opportunity? Or will they shy away from using their most important resource to connect with customers? If a company is going to embrace employee advocacy training is essential.

    I also think it's important to protect your employees and the company by making clear distinctions between official spokespeople and employees. Make it a part of social media guidelines or policy that employees should not brand themselves with the company trademark - ie. refrain from using it in any Twitter handles, Names, URLS, imagery, etc.. They should include their affiliation with their company in their bio, it's even an FTC guideline when sharing information about your company, but also include a disclaimer "Opinions are my own". This plus great training can effectively prepare employees to act as advocates, without designating them as official spokespeople.

    Even with the most effective training and safeguards there is always going to be risk - but it's something a company will have to weigh. I also think there is a great risk in not taking advantage of your employees who are interested in helping advocate for the company online and via social media.

  • Remus Toma

    As Greg said in the interview, employees can only be your advocates if they love working for you. I don't think you can force them to be ambassadors, it must be seomthing genuine, so, the right way to go would be for it to be optional. Of course some companies will make it required but I don't think those programes will be of any succes.

  • Elizabeth Israel

    Funny this should come up today because yesterday was the first time I tweeted about an amazing program at my company. No response from my company; but it was retweeted by some new followers!

  • Remus Toma

    Elizabeth, this proves that, with or without advocacy programs, happy employees will share stuff about the companies they work for! Encouragement through proper programs can only benefit the company.