Article updated: July 27, 2021
Maximize your social reach through employee advocacy
After you’ve finished your Amplify setup, what’s next? To get the most out of Amplify, you’ll want to make sure you have a carefully thought-out plan that meets your business goals, maximizes user advocacy, and provides measurable results.
Know your brand goals and social strategy
Your Amplify content should reflect your marketing and social media goals and initiatives; we recommend reviewing these before creating your Amplify content plan. Whether you want to increase brand love and community engagement or improve your customer experience, knowing your goals will shape the content strategy you create to support them. Including brand and social goals as part of your plan will also make it easy for you to track your social strategy progress with metrics in Amplify.
It’s also important to know your company’s voice and branding guidelines. Amplify will support and drive your existing social media strategy, so knowledge of your brand guidelines will ensure that your posts and those you share are consistent with your brand’s voice.
Understand your advocates
Amplify has better adoption when you understand your advocates. How do they prefer to communicate online? What sort of social content do they respond to and share? The more you know about your advocates’ preferences, the more successful you’ll be at building content that they’ll be inspired to share. Combine knowledge of your advocates with social marketing initiatives to offer content that’s on-topic, relevant, and consistent with your brand goals.
To read more about employee advocacy strategy, see Employee Advocacy on Social Media: What is it and How to Do it Right.Visit the Hootsuite blog for news, tips, tools, and tactics to help you succeed on social media.
The more tactics you use to reach and get to know your advocates, the more engagement you’ll have. Consider a mix of both online and offline tactics for different touchpoints. Here are some tips to keep in mind:
- Use a variety of communication methods - Try several ways of interacting with and gathering information from advocates, such as email, text, phone calls, and both remote and in-person meetings. This maximizes your reach and helps your advocates feel included, understood, and invested in your mission.
- Keep track of platforms advocates are using - What social networks do they use? Who is their audience and what are they like? Include team members with audiences on different platforms to expand your brand reach.
- Try a phased approach - If you’re planning something new or different that your advocates might be unfamiliar with (such as sharing different content or exploring new topics), consider rolling it out to employees with advanced social media experience before opening it to the rest of the team. Their feedback can help you analyze and correct any issues with audience responses or engagement.
Communication is central to launching, onboarding, and driving excitement for your Amplify program.
Develop effective topics
Content is the engine that drives your Amplify program. Before getting your advocates involved, you need to have a variety of content ready for them to share, organized into meaningful topics.
Your content is made up of two components: topics and posts. Topics are categories you use to group your posts. Topics can be broad or specific, but they should support your Amplify goals and be relevant to your advocates. Posts are the individual pieces of content within the topics that people can share.
Take a close look at the advocates in your program. What are their roles within the business? What are their goals for joining the program? For example, you may have advocates across different departments, such as human resources, marketing, and sales. What topics would they find relevant and worth sharing with their social audience? To encourage engagement, include an image, a video, or a link within your posts.
To learn more, read Why Piggybacking on Your Brand’s Social Posts is Great for Your Career. Visit the Hootsuite blog for news, tips, tools, and tactics to help you succeed on social media.
Plan your posts
Develop a consistent publishing plan to maintain momentum and keep your advocates engaged. Consider your ideal post volume (how much you post) and publishing cadence (how often you post). Consistency isn’t only about the frequency of posting, but also the distribution of content among your topics. Organizing your content across four to eight well-populated topics will showcase your brand identity and provide richer analytics. Advocates who are only subscribed to one or two topics will still have plenty of content to choose from.
The most successful Amplify programs publish 10 to 15 pieces of content per week for advocates to share, spaced out up to four times a day. If this volume seems like a stretch, start with one new post per day. Remember that content is the engine of your advocacy program — to encourage advocates to come back to the tool regularly, it's important to give them fresh, relevant content to share.
See the following table for some ideas on content types for different kinds of topics.
|Topic name||Types of content|
|Corporate news||Press and media content, company announcements|
|Industry news||Blog posts, third-party content|
|Products and services||A topic for each product or service|
|Community and client news||Articles, blog posts, campaigns from partners and affiliates|
|HR and recruitment||Job listings, company awards, recognition|
|Corporate social responsibility||Initiatives, sponsorships, community events|
|Executive team/CEO||Closed topics for specific leadership content|
Discover relevant content
A great Amplify program is about more than sharing articles and posts. You can’t build a solid strategy at random—everyone responds to different content. An effective content strategy pulls content from different sources like social media and blogs to ensure broader appeal to different audiences. Here are a few ways to drive your content pipeline:
- Reuse existing content - Review your owned social content from the last two to four weeks, or anything that’s not time-sensitive. Look at blog posts, articles, or reports from your website. Share your most popular content to Amplify so your advocates can re-share it using their own voice.
- Repurpose your content - Like much of your longer-form content, one blog post can translate into more than one tweet. Consider turning articles, reports, or blogs into four to five pieces of content that you can schedule for sharing over the course of a month.
- Lean on your advocates to help - The “Suggested posts” feature in Amplify can help drive suggestions from your advocates. Involve them! Consider content with a more personal touch like an on-the-ground post from an employee volunteer day, or a behind-the-scenes look at your booth at a conference. Encourage your advocates to upload photos or attach links that you can later vet, edit, and include in Amplify for the wider organization to share.
Measure your success
Success looks different for each brand, but there are a few key indicators to look for when measuring the effectiveness of your employee advocacy strategy. Typically, your goals are to increase your brand awareness, increase traffic to your website, and create more engagement with your customers. You may also have more marketing-specific goals such as increased hotel bookings, more likes and follows, or higher foot traffic to a brick-and-mortar outlet.
Set clear, quantifiable goals that you can clearly measure through Analytics or your own internal business measures. Amplify measures post impact and adoption as well as engagement for Facebook, Twitter, and LinkedIn. Viewing these metrics will give you a good idea of how your posts are being received, which platforms need more support, and how new strategies are working.
Keeping track of your analytics is one of the best ways to see how your strategy is being received and where you can do better. Those numbers will tell you which content is performing well and which content isn’t resonating. If you’re just starting out, post a variety of content to see what gets more traction. See Track Amplify engagement to learn more.
Following are some things you might want to look for when reviewing your Amplify metrics.
|Goal||Performance metrics||How to view results|
|Measure user engagement|
Comments on Amplify posts for each platform (Facebook and LinkedIn comments, Twitter replies)
Reactions on Amplify posts for each platform (Facebook reactions, Twitter retweets and likes, LinkedIn likes)
In Analytics, create new Amplify reports to analyze Twitter Engagement, LinkedIn Engagement, and Facebook Engagement and see how well your Amplify content is performing on social. Analyze results by post, topic, and member in your organization.
See Create a new report in Analytics to learn more.
|Measure employee participation|
In Analytics, create a new Amplify report to analyze User Adoption and review your employee's activity on Amplify.
See Create a new report in Analytics to learn more.