Your finances and your security are tied to that of the company you work for—and vice versa. In this hyper-connected age, we have a huge opportunity to bolster the companies we work for (and actually drive sales and build awareness) by publicly showing support and amplifying your company through social media.
If you believe in your company, and the products or services you sell, then there is no better time to tell that story. The easiest way to do that is through social media. Spoiler alert, you don’t have to become a corporate bot or company keener. You can influence purchasing decisions and positive feelings about your company just by showing that you like where you work and that you believe in what your company does.
Most companies put a significant effort into using their online channels to champion their brands, inform people about your products and services, and share updates. Social media efforts are usually designed to help customers get to know the company better and hopefully, boost sales in the process. But corporate marketing only goes so far.
Individuals have a surprising amount of influence in purchasing decisions and positive brand associations. If you know someone who often gripes on FB about their job, you might be less likely to support that company. If a friend consistently shares the positive things that her company is doing, and is proud to share posts about the latest products, you might have more faith that it’s a product to believe in.
By using our own voices on social media we can build greater brand awareness and amplify brand messaging with minimal effort. Ever choose a product on Amazon based on a positive review? Anytime you post or share something positive about your company, you can have that same impact.
That said, it’s not always clear what the right way to go about doing this is.
The good news is that it’s incredibly easy: by simply being present in the online conversation and engaging with your company’s posts on social media, you can be proactive and supportive, reaping the benefits from little effort. We’ve assembled an overview for championing your company on social media.
First up: follow your company on all social channels
Be in the know. The easiest way to know what your company is doing — for customers, partners, and with public relations, is to start following your company on social media. Not only will you be aware of any new content that is posted, but more importantly, if your company does social media well, following your company and your leadership team on social media will give you insight into their core values – what brings them pride, what they are trying to achieve, and what they reward.
To help you find the right channels quickly, go to your company’s website and click the social icons, likely at the bottom of the homepage. They will take you directly to your social pages.
Once you’re following, Turn on post notifications. Across all social media channels, turning on post notifications allows you to be notified when fresh content goes live. This lets the platform know which content is important to you, and will ensure you don’t miss a post.
Engage, engage, engage.
Following your company isn’t enough, it’s important to engage with their content. Here are a few general rules on how to do that:
Subscribe to your company email
Most companies send different content out on different channels, so make sure you’re on your company’s customer email list, too. The easiest way to do this is to go to your website and fill in the newsletter signup form, usually located in the footer of your website or on blog articles.
Once you start receiving emails, you can post the content natively on your own social networks, or even forward the email itself to friends and family you think might be interested.
Champion your company on each social channel
Facebook makes sharing content to your own network easy. If you see an article or product on your company’s website that you want to post, grab the URL and share it with your friends and family – you don’t need to wait for your social media team to post about it to share it.
Facebook, like all social networks, rewards content that is highly engaged with by showing it to more people, so make sure you engage with your team’s posts, too.
Instagram was designed to empower individual content creators. They don’t have a simple Share button like Facebook does, as they try to encourage people to add new content rather than just repost someone else’s. That said, there are still plenty of ways that you can help support your brand’s content and get more eyeballs on it.
Like & comment on organic social posts soon after publishing
Instagram’s algorithm, like Facebook’s, uses engagement as one factor in deciding how many times it shows a post to followers. The more likes and comments a post has, the more chances it has in getting more views. This is even more impactful if you engage with a post within a few hours of it being posted.
Amplify company posts by adding them to your story
Sharing posts on Instagram is not a direct share like Facebook. You can only share an Instagram post to your Instagram Stories rather than sharing to your own feed. Click on the paper airplane icon beneath a post to add it to your Instagram story. It will then be live for 24 hours and then disappear. Give it a personal touch by adding a GIF or brief commentary.
On Twitter, sharing content is the name of the game. There are multiple ways to engage with your company’s content and promote awareness, including liking the tweet, replying to it with your own thoughts, and retweeting to share it with your followers.
LinkedIn is one of the most important places to champion your company. As a professional networking platform, it’s less about sharing promotions and sales, and more about PR: letting people know what the company is up to, showing off the people that work there, and discussing professional topics, engaging with your network. Basically, if you champion your company on LinkedIn, you are letting your leadership team and all of your connections know you think your company is doing good things. If you don’t believe they are, don’t participate. If you do work for a company that makes you proud, LinkedIn is the place to share it. This will help with overall company goodwill and also may assist in hiring. Your network might bring the next rockstar to your company.
There are two types of content your company might publish on LinkedIn: posts, and LinkedIn Pulse articles. If you see your company post—just hit the Share, and that post will get amplified to your network of ‘connections’.
If you engage with your company’s posts early in their lifespan, LinkedIn will give them extra value in the algorithm. Comments, ‘reactions’ (LinkedIn’s version of likes,) and Shares within the first hour of a post being published signal to the LinkedIn algorithm that the post is being enjoyed by the community, so they should show posts with early likes and comments to a broader community.
Note: Don’t forget to engage with the posts of your colleagues when they tag your company as well. They’re supporting the brand too, and as the saying goes: during high tides, all boats rise.
Glassdoor allows current and former employees to anonymously review companies online. You can discuss company culture, workplace philosophies, or various job positions. You can even submit and view salaries completely anonymously.
Not only does this encourage leadership to put their best foot forward, but it allows you to honestly share your experiences about your company. By doing this, you ensure that your business attracts quality employees. Besides, you’ll probably have to work with them, so you might as well use your voice to maximize the quality of your colleagues.
Similar sites include Great Place to Work, Indeed, and Comparably.
By following these steps and simply participating in and contributing to your company’s conversations on social media, you can directly contribute to more visibility and more sales. 70% of US adults online trust the words of other people over statements from brands and corporate voices. What you do with that trust has the power to unlock much greater success for your company—and the power to put you in a great light with management in the process. Start with one post to see how easy it is, and you’ll be a bonafide influencer for your company in no time.
Could you use help to write your brand’s best possible story?
By Ryan McGuire, Creative Strategist