The Internet is a “choose your own adventure” endeavor. We see what we want. We curate our own digital experience. People will follow your company on social media – and, ultimately, purchase from you – if they identify a shared value. The audience has a choice, and once they’ve chosen you, you can leverage social media to build your brand through those shared values.
That is precisely why you should embrace the opportunity to let your employees build your brand with you through social media. Here are four basics you should buy into and start planning for.
Develop internal programs
Be brave. Set guidelines. Allow – even ask – your employees to get social. You may not realize it, but they are checking in on Facebook. They are making groups. They are talking to each other. Take a look, get involved and connect the dots by engaging with them. That’s not to say a company should get all ‘Big Brother,’ but strategically participating in the way people communicate will make enriching connections with your employees and company to build your brand.
Shine the light
Focus on your people. You have amazing stories inside your walls. Tell them! Get great photography. Use video. Shine a light on the good your employees do for your business, your customers and in their communities.
Make the sausage
Show the process. Chop it into digestible bits of content to tell a story. Build a narrative. A short video of a manufacturing process won’t sell your secrets, but it may build pride among your employees.
Stand for something
Expose your values; build connections with your audience. Be proud of what you do as a business. Discover your role in your community and create partnerships that build and serve. Empower your employees to make it known through social media. Stand together, make a difference and give more people a chance to identify those shared values so you can build your business.
-Colin Deval is PR/social media strategist at Milwaukee-based Core Creative.
