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Social Advocacy Boosts your Brand Impact – 9 Rock Solid Marketing Facts

March 2022
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by

Kate Perrin

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    Even though you might feel it, when it’s just you and your laptop tucked away in the corner of the office, you are not on your own. You’re far more effective when you’ve got the support of everyone around you, 24/7, via their own social media accounts.

    Yes, teamwork makes the dream work is something of a David Brent Office cliché, but it’s a fact! Here are a few more…

    9/10 BRANDS WITH THE MOST LINKEDIN FOLLOWERS HAVE >60% OF THEIR PEOPLE ON THEIR SIDE

    Fact 1: Employee advocacy builds profitable social connections.

    Almost all the top brands on social media have over half of their workforce on board; employee advocacy enhances their presence. Your colleagues have a wealth of connections from previous walks of life that they can integrate with your company’s. Use this fact to multiply your activity. Your posts can then reach all their connections as their friends, followers and acquaintances through social sharing.

    You just need to provide relevant content to keep them actively engaged.

    78% OF SALES REPS WHO CONSISTENTLY USE SOCIAL MEDIA OUTSELL THEIR PEERS

    Fact 2: Social advocacy builds sales.

    Content-based advertising is the second most effective form of marketing, after friends and family recommendations. With 40% of salespeople saying they have closed two or more deals through social media, ensuring your team employ the same tactics gives you a big edge over your competitors.

    Good connections make for profitable contracts.

    SOCIAL ADVOCACY INCREASES YOUR COMPANY’S ORGANIC REACH BY 561%

    Fact 3: Social advocacy grows your reach.

    On its own, your organisation’s social media output will reach 1-2% of its existing following. Even though you are posting content on official networks. With the help of advocates that organic reach could be increased by as much as 561%. This is where you can maximise exposure of the company WAY beyond your local region for minimum marketing spend because…

    WORD OF MOUTH SOCIAL MARKETING IS (ALMOST) FREE

    Fact 4: Social advocacy increases visibility, not your marketing spend.

    All your colleagues need to do is engage. In minutes, they could boost your post up to 561% further than your official brand social channels alone. Their spin on things will add personality and depth, which adds mass appeal. Plus, it’s something most people are happy to do, simply sharing a post or adding a comment on their own channels.

    Keep motivating your team with incentives, rewards, and promotions. Maybe it’ll only cost you a round of coffees or good cake. The results are worth it.

    41% OF PEOPLE RANK YOUR FELLOW EMPLOYEES HIGHER IN PUBLIC TRUST THAN YOUR PR TEAM!

    Fact 5: Employee advocacy builds trust

    Experience with salespeople and employees, even on a social platform, greatly influences customer perception of a company. If a customer has a positive, experience talking to real employees on social media, this reflects on how they perceive your company.

    DAILY ENGAGEMENT BUILDS 87% MORE ADVOCACY (WEEKLY 64% MORE, SPORADICALLY DROPS TO 33%)

    Fact 6: The more frequently you interact with customers, the more loyal customers become.

    So, make social advocacy part of your everyday marketing routine. It’s easier to keep going than stop/start.

    EMPLOYEES ARE TRUSTED TWICE AS MUCH AS YOUR CEO

    Fact 7: It’s more important to get your colleagues on-side than your boss.

    Nothing personal, but today employee advocates are trusted twice as much as a CEO. The notion of the CEO being the sole vocal leader and mainstay for brand promotion is outdated.

    84% OF JOB HUNTERS TRUST THE SOCIAL REPUTATION OF A COMPANY

    Fact 8: Employee advocacy can help you recruit top talent

    What employees say about your organisation is key to imagining working there for potential candidates. 84% want to know about a company’s reputation when job hunting. If your people are happy to post about why they love working there, that can cement the decision to apply or accept; making your business a more attractive prospect for top talent.

    100% OF PROSPECTS WANT TO KNOW WHAT YOUR BUSINESS IS REALLY LIKE

    Fact 9: Giving your network an ‘inside look’ at your company and its culture is easy on social media.

    A good social advocacy strategy can help your marketing team amplify company messages and promotions, which increases brand awareness. Decide how best to motivate colleagues to share your brand messages on their own social networks to make your job easier – and don’t forget to keep supplying sharable content or dangling carrots if enthusiasm wanes.

    Many businesses in the construction sector underestimate the value of ‘soft skills’, like social media advocacy. They are missing a huge opportunity. You don’t have to.

    So ultimately why wouldn’t you use social advocacy and your colleagues to boost your social presence… and make your efforts 561% more effective?

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    About the author

    barbour author

    Kate Perrin

    Group Marketing Director at Barbour ABI

    Kate Perrin is the Group Marketing Director at Barbour ABI. She has enjoyed a 15+ year career in various B2B marketing leadership positions. Passionate about striving to achieve personalised experiences for every customer who engages with Barbour ABI group companies, Kate loves how advancements in martech are making this easier and better.

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