4 tips to build internal social media support and advocacy

Blocking popular sites won’t prevent wasted time. Empower workers to extend the company’s reach by offering clear content guidelines and ongoing training.

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Every person on your staff has the potential to become an effective brand ambassador. It’s an easy way to reach new audiences, build brand awareness and extend your company’s communication, but it takes a strategic approach to get people on board.

A Nielsen study showed that 84 percent of people trust recommendations from friends, family and colleagues over other forms of marketing, so it’s a battle worth fighting.

Here are four ways to expand employee-driven social media advocacy:

1. Don’t block social media.

Your colleagues can’t sing the company’s praises if Twitter and Facebook are blocked, right? Banning social media was a hot HR fad several years ago, but leaders are starting to realize the futility of blocking popular sites. Your workers are interacting online; you might as well use it to your advantage.

Certainly, social media can be a distraction. The average office worker wastes about five hours a week on the job, but this isn’t something you can “block” your way out of.

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