Offer a clear vision to help staffers become brand advocates

Authenticity is crucial these days, and employee endorsements—of your workplace culture, as well as your products or services—are essential to your success. Here’s how to proceed.

Ragan Insider Premium Content
Employee advocates

To be effective brand ambassadors, your employees must understand your organization’s social media objectives.

Roughly 70% of social media marketers use or plan to use employees as brand advocates, as many budgets shift away from traditional brand marketing to influencer marketing, according to Sprout Social research.

The reason is simple: People are 16 times more likely to read a post from a friend than from a brand.

Without a clear vision, however, employees’ brand advocacy can fall short or even go awry. You must define and document your organization’s social media vision to ensure that your in-house brand ambassadors are clear on your objectives and their role in achieving them.

Define your social media purpose

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.