How—and why—to trust your employees to talk about your brand online

Giving employees the freedom to talk about your organization on social media is much cooler—and effective—than publishing a press release. Here’s how to pull it off without incident.

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Employee advocacy is taking corporate communications by storm.

Encouraging employees to be your organization’s champions could be the perfect answer to journalists increasingly seeking real stories on social media.

Companies like Cisco and Danske Bank are already experimenting with employee social-media takeovers. Don’t sack your spokesperson, but it’s definitely time to give your employees the forum they deserve.

Related: You Can’t Achieve Big-League Success with a Minor-League Social Media Strategy

A source for journalists

A national survey of reporters at large and midsize U.S. newspapers revealed how reporters use social media to source stories. More than 20 percent of journalists say that Facebook is “important” or “very important” to their reporting. Fifty percent of journalists hold Twitter in the same regard. They use it to find information, locate sources and conduct background research.

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