Why and how to give your staffers a distinctive voice on social media

Employee advocacy can be your brand’s greatest asset, but not if your people are just pumping out the corporate line in unison.

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Recycling is generally viewed as smart, responsible behavior—except when it occurs on social media.

You’ve seen them, the canned, mass-produced tweets that sound as if they were written by a marketing bot alongside copied-and-pasted Facebook shares filled with corporate jargon and buzzwords.

These updates are sent with the right intentions—to raise awareness of company happenings while displaying a high level of employee support—but the execution is completely wrong.

If all your employees are saying exactly the same things, showing zero personality and operating strictly in brand-speak, your well-intended advocacy and awareness efforts could be backfiring.

The employee advantage

When companies view “employee advocacy” as 500 people retweeting a single message simultaneously, followers will feel they’re getting spammed and employees will feel they aren’t being valued as unique, intelligent members of the team.

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