Why and how to coax employees to share your brand’s content

Word-of-mouth has long been the crucial driver of new business, and social media has given that advocacy a global platform. Here are a few ways to help staffers do it properly.

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Word-of-mouth is among the most trusted and effective factors in swaying buying decisions.

With Nielsen reporting that 92 percent of people trust recommendations from friends and family, many marketers have tried to promote employee advocacy-the sharing of brand content through employees’ social media networks.

In March 2016, LinkedIn revealed astonishing results regarding the effect on brand engagement of employee advocacy, as opposed to a company’s promotional messaging.

My company compared LinkedIn’s results against our own.

LinkedIn’s results

Posts shared by employees get double the click-through rate of the same piece of content shared by the company.

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