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Advertising startupsAddvocateCEOPiers CooperRecently on the technology websiteThe Next WebAn opinion piece entitled "Why your advertising strategy is wrong" was published last year. The author argues that today's corporate social media advertising strategy is completely wrong, and the right strategy is to use employees as the company's communications ambassador.

Some of the world's biggest brands have been spending heavily to turn social media advertising into measurable ROI. However, they did it all wrong.

In the new marketing channels of social media, companies are still trying to operate the brand, not the people behind it. They poured huge marketing budgets into social media without real results.

Ironically, the best way for people to share their branded content on social media is to run their own employees. Because statistics show that a company's best ambassador is an employee. In fact, employees are already sharing their company's branded content on social media:

• 84% of people trust recommendations from acquaintances, and only42% of people trust the recommendation of banner ads. (NielsenCompany2013Years)

• 50% of employees post messages, pictures, or videos of their company on social media. (KRC ResearchCompany2013Years)

• 39% of employees post positive reviews or compliments of their employers online. (KRC ResearchCompany. ，2013Years)

One of the maxims is often heard:“Brands are not people (brands are not people）。”It's true. Corporate brand social media marketing channels have upended the same marketing, it can reflect the personality and interests of employees and customers.

However, why people don't see branded content on social media. To a large extent, this is becauseMany brands see social media as a medium between brands.

However, the power of social media is based on communication between people, not on communication between brands.

A better way

It is often said that the best marketing is word of mouth. The same maxim runs on social media.Employees are the best spokesman for the company.And they've started sharing the company's branded content on social media. It's a better way to use this content to share more humanely and promote brands and bring them closer to consumers.People trust people, not brands.

It is important to note that effective employee advocacy requires companies to loosen the reins of control. What businesses need to do is use the right tools to pick the best, personalized and professional brand content that employees publish.

The inherent advantage of social media is the democratization and speed of information dissemination. For businesses, the benefit of social media communication is that their messages are more meaningfully accepted by their audiences and have more scalable results. All employee advocacy tools should allow for the existence of offensive content, and only those companies that encourage the free flow of information can benefit fully from employee advocacy.

Businesses need to change their social media strategies, from an influence-based strategy to a strategy of embracing every employee. To do so, they need to keep the following points in mind.

1. Social media marketing is not about tapping potential customers

Consumers' shared content has been polluted and they are failing. Paid ads will be filtered or ignored, and traffic will be deceptive. Pour copied ad content on social media to spend on network traffic10% of online marketing costs, none of which will make a big impact.

Don't expect traditional strategies in social media marketing. InsteadBelieve in the true power of social media: authenticity and scalability.

2. The online community is generating real value

Even if not required, consumers and employees support and promote the company's brand. They can provide insight into product prospects and key issues.

Once you've built a community, be careful to nurture it. Of all the participants, no one should be ignored. If someone posts a post that doesn't get a response from someone else, you need to step in.

3.Social media is a great way for consumers to get up close and personal with brands

In most cases, consumers will receive a quick response to content sharing on social media. The good news is spreading fast, the bad news is spreading faster. Sharing content reflects your community, not just your brand, and is an effective way to humanize your company's brand.

4. Employee advocacy is an opportunity

Businesses need to recognize that their employees are already talking about them on social media. Instead of adopting ineffective social media policies, they can accept this and support it, acting like King Knut(King Canute)try to stop the tide.

The fast pace of social media means you can't monitor everything at all times, and that doesn't make sense. Don't overreact. In most cases, inaction is good.

5. Multi-party cooperation

Marketing, public relations, and sales need to work together to deliver consistent information and brand experiences. Although social media is hitting many businesses, it is still a virgin land. Leaders face an opportunity to actively and effectively use their workforce as brand promoters.

The best social media programs focus on people as much as they focus on products. Remember this and you'll be rewarded.

A little insight:

Employees are the company's best spokesman, a company's employees should know the company best, if they can take the role of hero, on the social platform to share their company's brand content, the effect must be good. It's like a contract to often share some of the information about the dot in the circle of friends, let everyone know the dynamics of our company, if there is a point of cooperation can always find me, this cooperation has reached N up. And every time we order as long as there is the latest news, almost all employees will share the relevant content in their circle of friends, this is the first time I met such a company, the effect is bound to be very good, so sometimes the boss can encourage more employees in the social platform to share their company's relevant content.

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Mobile Internet(ID:sjydhlw), overwriting over1000wpeopleWeMediaOne of the members of the alliance

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