It’s still baffling to me that some companies don’t allow their employees to be ambassadors for them on social media.
Especially since many of them are already on social media.
I get the hesitation, kind of: people can go off the rails; they might (and probably will) share information that has nothing to do with the company; and, in an attempt to be funny they could even touch on racially charged themes (like Justine Sacco did last year when her tweet about AIDS went viral). That was bad, very bad.
But, as Greg Rokisky mentioned on a recent Blab, companies “can’t operate on their own island!” In the age of influencer marketing, it is most likely in a company’s best interest to empower its employees to share content on social media – especially if they already contribute in a daily manner – like economists, spokespeople, etc.
Good news, there’s an easy way to get around the fear of sharing gone awry.
Here are five easy steps to empower your employees on social media:
- Gather staff for a meeting where you outline your clear goals of having them use social (suggest preferred platforms, like Twitter);
- Provide tutorials on different platforms (for those in need);
- Highlight the types of content that it always approved – reports, announcements, data releases, events, etc.;
- Proactively share content from your communications team to help them build a feed (like pre-drafted tweets); and
- Encourage them to be human on social media (nobody likes robotic accounts).
Stuck with how to create your own social media manual? Check out some of these examples of company policies that Sprout Social compiled.