When it comes to product launches and other major announcements from companies, generally a communications or marketing team sends out a bill of materials pointing to everything you can use and share with customers and prospects. It’s hard for everyone in a company to stay on top of what’s new, much less share it with others. However, it’s vital to start to take advantage of your company’s new, fresh content and share it even more regularly with customers, partners, industry influencers, and prospects.
1. 90% of B2B buyers are already using social media tools, often to research and execute purchases. (source: Forrester)
2. It can take up to 6 touches between prospect and supplier through the buy cycle before the prospect will consider a purchase. (source: B2B Marketing Conference, DMA)
3. Everyday employees are two times more trusted than a chief executive. (source: Edelman Trust Barometer 2013)
4. 77% of consumers are more likely to buy a product when they hear about it from someone they trust. (source: Nielsen 2013)
So, as a communications professional, how can you help empower your company to share even more great content across their personal social media networks? Here are three ways … in order from least resource intensive to most resource intensive:
Dlvr.it – dlvr.it, literally meaning “deliver it”, is a free service that allows you to automatically share blog posts via an RSS feed on LinkedIn and/or Twitter. Once you take the five minutes necessary to set it up, you never have to worry about it again. You’ll automatically be sharing all relevant company blog posts with your network and/or followers. This is great for those who are constantly on the go.
Update internal social media networks regularly – If you’re a Communications Manager, mandate your team to post all new blog posts, bylined articles, case studies, press releases, and news mentions on your company’s internal social media network, such as Yammer, if you have one. (If you’re a team of one – then definitely do this yourself!) If you don’t have something like Yammer, find a way to meet your fellow employees where they are – if it’s regular email newsletter updates, go for that. If it’s an Intranet, use that. Go to where you have the most captive audience. Then, update your coworkers on the material you just published. Tell them why it’s cool, and then give them a Tweetable (140 characters or less) update they can simply copy and paste into their own social networks. Make sure that you use a tracking code in that link so you can measure how effective your internal sharing campaign is, adjust, and make improvements as you go.
Encourage employees to follow company social media networks and share the updates – This is obviously the most resource intensive way, but there are ways to optimize your time and make this a regular habit. At AvePoint, we regularly update our corporate Twitter, LinkedIn, Facebook, and Google+ accounts with fresh content all the time. Constantly encourage employees to follow your own company’s social media channels and they’ll be able to quickly see all the content you’re putting out – and they can simply retweet or edit and share with their own followers. Get the response from your coworkers that they’re not paid to sit on social media networks all day like you? No worries – tell them that there are tons of social media platforms out there that allow you to aggregate updates from multiple networks and set up search streams according to specific terms. Personally, I use Hootsuite and I have a search set up for “AvePoint”. That way, I see all updates that either include the word AvePoint or come from our social accounts. Then, I can select which ones I want to retweet with a click of a button. Like this:
Hootsuite and many others, including Buffer, allow you to schedule when you want your social media updates to be sent to your followers. AvePoint is a global company, so we have social media updates going out at all times of the day (and night) – but my Communications team works Eastern Standard Time hours. Scheduling is the key.
There are countless other methods to help compel employees to share company content, but these are just a few that have worked for us so far. It seems small, but it can go a long way in not only keeping your employees up to date on the latest and greatest coming from your company … but also paying customers and (hopefully paying soon) prospects.