All year I have had an article tacked to my cubical title Big Idea 2013: Get All of Your Employees on Social Media. The article by Charlene Li is about the benefits of involving all of your employees in your social media strategy and giving them the opportunity to become advocates for your brand. In other words, making social media a part of every employee’s job. I have heard this point reiterated a number of times throughout the year and I know it has been a top priority for companies.
Last week at the Massachusetts Conference for Women, I attended a session titled The Facebook Era: Tapping Social Networks to Invent and Enhance Your Brand. Each panelist who spoke during this session echoed the sentiment that making social a part of each employee’s job is crucial.
When asked where social media is going, Stephanie Schierholz, social media manager at Raytheon, said that you can’t have just one person doing social media. Eventually it will not be the job title of one person, but rather an integrated part of every person’s job.
Randi Zuckerberg, former marketing director for Facebook, also had some thoughts on the subject. She said that with social media we can no longer control who the spokespeople are for our companies. This is why a good social media training program is important. She recognized that sometimes however the social media guidelines we put in place for employees are too strict. She said that employees should not censor themselves on social media so much that they become sterile.
At Boston Financial, we are laying the groundwork to make this notion a reality. When it comes to associates on social media, we come from a place of yes. Rather than worrying what someone might say about our company, we have put all the pieces in place to reap the benefits.
This year we have implemented a number of initiatives to get our associates involved with our social media strategy.
- We launched an enterprise social network that teaches associates basic social media skills and integrates social media into their daily work life.
- We trained associates on the appropriate use of social media through formal workshops and informal one-on-one sessions.
- We have run a number of associate user generated content campaigns.
- We encourage associates to Tweet and blog about work-related events they attend.
How is your organization integrating social media into every person’s job?