In our previous piece we remarked that the quality of content remains as important as ever when it comes to curating an engaging social presence for a brand. In an age where social media can do more than simply shift units of products, innovative firms have been turning towards their employees to gain a competitive edge.
Age of Transparency
We exist in a world where brands are keener than ever to demonstrate how transparent and open they are; this has been shown to increase consumer trust, boost profits and generally make a brand more likeable.
The actual employees of a brand can often be left out of this quest for openness. It turns out one of the easiest ways to drive growth could be to leverage the audience you are already engaged with, namely your own workforce.
Taking Internal External
Over the past 6 months we have worked with a large B2B service company which has committed to lifting the veil on a notoriously closed-door industry. One of the first things we did was to build a content collection system that gathered media, stories and data from their operations around the globe.
The brief to the business was rather simple, every time your team does something interesting, let us know. Within weeks we had a regular stream of content coming in from across the globe featuring everything from birthday celebrations in the office kitchens to product launches at industry leading events that had slipped off the comms teams’ radar.
Sharing this content to the nearly 100,000 strong social audience has helped to produce striking internal and external results. Speaking recently to a junior employee they expressed a real sense of pride and recognition at being featured in a recent content piece. Externally it has demonstrated in a very tangible form the true scale of the brands operation along with the innovation and expertise they provide to clients on a daily basis.
People Like People
Recent studies by Quicksprout showed that content featuring people performed on average 38% better than content without, people it seems like photos of other people, and employees like photos of other employees - content is more likely to be shared when it contains individuals the audience recognise.
Brands must remain aware that they should maintain a careful balance of content curated on channels. Constant unrealistic photos of overly happy team members pretending to go about their everyday jobs will more than likely have a negative effect, with both internal external audiences dismissing it as an unreasonable representation of what life at a brand is like.
Ollie is one of the founding partners of Slap Group and heads up the day to day operation of the business. He’s a vocal advocate of the wider use of social media within B2B businesses and specialises in social strategy development.