- You need to tell them how important they are for your company in your content marketing strategy,
- you need to teach them how to use social media to promote company content,
- you need to share your content in a way in which your employees will find it easy to participate and …
- you need to get them to share.
In this post I will focus on what sort of content is relevant for people so they can find it suitable for their timelines, in other words, what sort of content do you need to write to get employees to share it.
People are busy, on a regular basis, with their normal tasks within the organization. Companies don’t normally hire people to write content, make Facebook posts, upload pictures on Instagram nor send out tweets about them (some of them do though). But that doesn’t mean any organization can’t get them to help out once in a while and make them join their content marketing strategy.
In most of the cases, not only will they feel excited about contributing to the company just by sharing, but they will also help defined and create content pieces, but that is a different story that I will try to cover later with another article.
People love recognition, not just by their colleagues and bosses, but also, if they are active in social media, from their network, by sharing with pride what they have done or have been involved in.
To make the most out of the people in your organization’s social media habits it is important to know what kind of content would they rather share. tweet this
1. Relevant experiences
Social media’s porpoise in today’s life is basically to be the tool that we use to share with others what it happens to us, from what we eat for breakfast to what I think about the latest prime time TV show.
If we agree to the 8-8-8 rule (8 hours sleeping, 8 hours working and 8 hours of free time), at least 33% of people’s activities and life in general take place at work. This means that there is a huge opportunity for you to inspire and provoke your employees by providing them exciting or even just noticeable experiences at work that are worth sharing.
Whether it’s a business trip to an unusual country or some exclusive new product that just arrived at the office, employees love to share original content that will reflect their interesting and unique personalities.
2. Recognition and achievements
Remember when you were a kid and you couldn’t wait to tell your parents how good your results in a certain test came or how was your last win with your team? Well, let me tell you something, that didn’t only happen to you. People in your organization share the same feelings back then and we all still behave in the same way. We love recognition, we love to share our achievements with our network. Let’s be honest – there are few things more enjoyable than looking good for something we are really great at.
That’s why everyone – even the most bashful-looking people in your organization – can’t resist to inform their connections about important achievements reached thanks to their expertise and unique skills.
Look for example myself. I have been involved lately with my company in a strong digital activation, and I could not help but to keep posting and posting loads of tweets about it.
— francisco sayans (@chiscosayans) May 15, 2015
3. Useful content
Social Media savvy employees normally gather information outside the company to keep on building their area of expertise and sometimes the best practices that could be more helpful for them are right inside the organization. There is a good opportunity to distribute case studies, white papers and other learning material based on inside experiences so the people in your organization know where to start when they look to raise their knowledge in a specific area.
So putting together cases and other learning material or good reads not only will showcase your organization as a key contributor in an area of expertise, but also will help the employees to find useful learning material and share it to their network.
In my case for example everything that has to do with getting better in my own organization and also entrepreneurship.
4. Ephemeris and Celebrations
I am totally positive that your organization has loads of important dates and celebrations that you are not using. For organizations with a high engagement with their employees these sort of topics are pretty relevant for them.
I remember when I worked for Sony Computer that we used to celebrate all this dates. Actually the other day I saw a post on the 20th Anniversary of PlayStation, which is pretty funny, because it happen that I wrote the one for the 15th Anniversary right before I left the company to found my own company, but that is a totally different story.
So yes, try to identify all these dates and celebration and put them on your calendar. And if you don’t have them, you can always join ephemeris from outside your organization and let the people in your company know what you are going to do, so they can amplify your content or even join the conversation on social media. For example, on top of all the internal celebrations and key dates that Coca-Cola has, we have a strong calendar based on external events as well.
Video for mothers Day
5. Promotions or events
Providing your people with relevant content on promotions or special events can certainly put them on the spot in their network, especially if these promos or events are exceptional.
Little things can put a smile on your friends’ face faster than a freebie-grabbing occasion. That’s why employees are truly keen to share any promotion or special contest put out by their company, if they think their online contacts can truly benefit from it.
— Coca-Cola Ecuador (@CocaColaEC) April 25, 2015
6. Hard Data or Key Communication
For these Social Media savvy employees in your organization, being the first to be able to share a hard fact or key communication through their profiles is music to their ears. These sort of people are always looking for relevant content to share to build their authority in Social Media. So, if you have any hard fact ready to be released, share it with your internal audience at the same time you do it with media or other stakeholders, your content will earn extra mileage.
7. Amplifying their own content
Having people contribute to the content strategy of your organization will definitely make them relate more to your content. As I mentioned in the beginning of this article, this is a huge topic that I will try to cover with another post in the future.
The idea is to be able to complete a full series of posts about how to transform the people in your company into the first social task force. I would love to hear your experiences about it and, may be, include them in future articles.