Institutions should encourage their staff to become their brand ambassadors through Social Media (Why Encourage Your Staff To Have A Personal Brand). It is a free way to tap into their network and leverage their reputation in order to promote your institution. According to the latest figures, having your staff involved in social media should be the priority of your marketing department (from Entrepreneur.com).
- When brand messages are shared by employees on social media, they get 561 percent more reach than the same messages shared by the brand’s social media channels.
- Brand messages are re-shared 24 times more frequently when posted by an employee versus the brand’s social media channels.
- On average, employees have 10 times more followers than their company’s social media accounts.
- Content shared by employees receives 8 times more engagement than content shared by brand channels.
However, one of the downside of having your staff being active on social media is that they could potentially damage your institution’s reputation through problematic posts. Although this cannot be minimized, institutions should not micromanage how staff brand themselves and put barriers on their social media activities.
A social media policy outlines how employees should conduct themselves online. It safeguards your institution’s reputation while also encouraging employees to responsibly share the company’s message.