Employee Advocacy and Social Media

Employee Advocacy and Social Media

What drives your brand? Employees are one of your biggest, and most underutilized, marketing machines. They can catapult your reach and increase your brand exposure while decreasing your bottom line. And when used effectively, it can allow for greater customer service and improved brand awareness.

What is employee advocacy?

‘Employee Advocacy’ is a term used to describe the exposure that employees generate for brands using their own online assets. Social Media is the main medium for employee advocacy, but can also include email, chat, discussion boards, etc.

Why promote employee advocacy?

Employee advocacy allows employees to be more knowledgeable about their company and industry while building their personal networks. It also aids in keeping employees engaged at work. In return it builds your brand and drives measurable results and ROI. But make sure that your employees understand the role that they play and how to best represent your business.

Here are some tips that you can share with your employees for becoming brand advocates!

Social Media Best Practices for Employees

  • Be active on different social media sites that you plan to share brand content on
  • Share brand content, but don’t ONLY share brand content
  • Engage with other influential users
  • Invite friends to “like” or “follow” brand

Social Media Best Practices – The Do’s and Don’ts


  1. Use hashtags wisely and sparingly
    • If you don’t know how to use hashtags, now is the time to learn! They help your posts to be more discoverable.
  2. Mix it up
    • Share content from others, post original thoughts and include links and images.
  3. Never post naked
    • Always include a visual to accompany your post (link or image).


  1. Short and sweet
    • You only get 140 characters to get your message across. Make it concise and useful.
  2. Stay engaged
    • Respond to comments and messages.
  3. Balance it out
    • Find a balance between work and personal tweets.

Google Plus

  1. Hashtags
    • You can use them here, too!
  2. +Name
    • If you want to mention someone in a comment or post, add “+” and then type their name, it will auto-populate.
  3. Let’s get visual
    • Always post with an image or link. This is an extremely visual platform so your ‘text only’ post will go unnoticed.
  4. Sharing is caring
    • If you share someone else’s work (and you should), be sure to give credit where credit is due. This builds reciprocity and credibility.
  5. Circle up
    • Use circles to manage your relationships. Use specific groups such as co-workers or industry influencers.


  1. Keep is professional
    • LinkedIn is a professional setting, so keep your posts and interaction industry related.
  2. Fill our your profile, completely.
  3. Connect with others in the industry and clients, alike
    • Always send a custom connection request and then follow-up with a well-crafted welcome/thank you letter.
  4. Join groups
    • Contribute as much as possible in LinkedIn groups. They’re a great place to build relationships and raise brand awareness.


  1. Don’t ask for it
    • Never ask people to follow you. Instead, work on the image you wish to project and let followers naturally connect with you.
  2. Be considerate
    • Limit your posts. Nobody wants your content to fill up their entire feed.
  3. You get what you give.
    • Engage with other people’s photos and give them a reason to engage with yours.
  4. Tag it up.
    • Use hashtags where appropriate, but don’t use hashtags that aren’t relevant to your photo.


  1. Pin for your brand
    • If your brand has a blog, pin each post!
  2. Pin other’s content.
    • To create a diverse and rich pinning experience for your followers, pin content from others!
  3. Complete the description
    • Do this for every pin and make your pin more “searchable.” You don’t have to use hashtags for this site.
  4. Follow others
    • Follow relevant pinners that are consistent in their efforts and pay attention to their best practices.
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