Author: Guest Post / Source: Duct Tape Marketing Over 50 million businesses now have a Facebook page and are actively reaching out to the
Over 50 million businesses now have a Facebook page and are actively reaching out to their target audience. As a consequence, the social network has reduced the organic reach of commercial content, to protect its users’ interests.
Ogilvy once predicted that organic reach of brand content would someday drop to zero, and brands need to prepare their outreach strategies to face that outcome.
In today’s social scenario, there is probably no better way to influence your target market than by establishing social advocates.
There are several end goals that you can have for social advocacy and different programs that you can build to achieve them. These are five powerful use cases of social advocacy.
1. Brand awareness
Isolated, a brand can reach 1-2% of its existing following by posting content on official networks. With the help of advocates that reach could be increased by as much as 561%, according to MSLGroup’s research.
Social posts also have short shelf-lives and stay in view only when they are shared and distributed by your community. To initiate that process, you need advocates.
If you want to quickly make an impact on a large following, you simply need to identify and active your social advocates. They can be super-fans, happy consumers or employees.
IronSource incentivized their content distribution and got staff involved. The result? 24% of their engagement today can be attributed to advocacy.
You simply need a platform through which you can share content with your advocates.
2. Lead generation & sales
When companies combine great content with advocate-based distribution, they have seen great results, like a five-fold increase in web traffic and 25% more leads.
IronSource has employees across departments (everything from tech to marketing) share content and promotes the company on social networks like Twitter.
The key is to ensure that your advocates are connected with your target market, directly or indirectly.
You could also encourage happy consumers to go vocal on social networks. They are likely to be connected with more prospects.
3. Improved talent acquisition
If your company has a great work culture that your employees are excited to be proud of, you could significantly improve your recruitment efficiency by using that to your advantage on social networks.
Many large organizations have employees share achievements, pictures of office retreats and activities and establish powerful employer brands on social networks.
- 69% of prospect employees who look your company up won’t apply if you have a bad reputation.
- Prospects who come through employees are far more likely to convert, and more quickly (Source: HRinAsia).