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UNDERSTANDING EMPLOYEE ADVOCACY ON SOCIAL MEDIA

Social media plays an important role in business today. It is a convenient way businesses can create and share content, build engagement, and interact with their target audiences. Recently, firms have recognized an opportunity to leverage the personal social networks used by their employees, turning them into ambassadors for their brand. This practice is known as employee advocacy. What is the current state of employee advocacy? What are the benefits? How can a firm build a successful employee advocacy program? Social Media Today and the Hinge Research Institute conducted a joint research study to answer these questions. In this report, the results show: • Firms with formal employee advocacy programs grow faster and see more benefits than those without them. Nearly 31% of high-growth firms have a formal employee advocacy program, more than double the average of all other firms. • A formal employee advocacy program helps shorten the sales cycle. Nearly 64% of advocates in a formal program credited employee advocacy with attracting and developing new business, and nearly 45% attribute new revenue streams to employee advocacy. • Benefits of employee advocacy extend beyond the firm and impact the advocates themselves in a positive way. Almost 86% of advocates in a formal program said that their involvement in social media had a positive impact on their career. • The Millennial Generation recognizes that using social media can differentiate them from their peers, develop social media skills that are in high demand, and lead to more job opportunities. • Implementing an employee advocacy program is not for the faint of heart. It requires proper training, a significant time investment, and the appropriate software tools. On average, nearly 60% of individuals in formal employee advocacy programs spend at least five hours per week using social media for business purposes. • The most effective way to motivate employees to advocate the firm brand on social media is to explain why they are being asked to do so. Both managers and advocates agree that this communication is the biggest motivator, more so than gifts, monetary incentives, or public recognition of performance.

 

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UNDERSTANDING EMPLOYEE ADVOCACY ON SOCIAL MEDIA

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