This document provides tips on how to build a social media army to promote your brand or organization. It recommends recruiting employees and volunteers, training them on your messaging and social media use, inspiring them to share content authentically, and empowering them by recognizing their efforts. The example of HootSuite's ambassador program is given, which leverages their employees' social networks and provides benefits to motivate participation. When done right, a social media army can greatly increase the reach of your messaging at a lower cost than paid promotion.

1. How to Build Your
Social Media Army

2. hootsuite.com
Aki Kaltenbach
Head of HootGiving
HootSuite
@hootgiving

5. Leveraging employees’
social networks more cost-
effective than paying for
clicks #sm4np

6. Social Media Team
Employees
163,500
X
X
25
Followers
111
Friends
10.4
10.1
Average #
of accounts
152,646
14,709
Followers
Likes
Average
reach
Reach
22,236,000
Reach
1,736,07
9
Social Media Team
ForGlobalFortune500Companies

7. 84% of respondents in
@nielsen report said word-
of-mouth recommendations
from friends & family are the
most trustworthy #sm4np

8. 8% overlap between
employees’ Twitter followers
& brand’s Twitter followers
[Dell Study 2012] #sm4np

9. Build your social media army
Inspire
Train your troops
Dress in uniform
Recruit evangelists
Empower (& Recognize)

10. 1. Recruit

12. 2. Dress in uniform

15. 3. Train your troops

16. American Red Cross
@RedCross
Ryan found two more 4 bottle packs
of Dogfish Head’s Midas Touch
beer…when we drink we do it right
#gettngslizzerd

17. Train Your Troops
Use a social relationship platform
Establish how content is shared internally
What is the content you want to share?
Who holds the keys to the brand messaging?
Provide social media education

18. 4. Inspire

19. In @webershandwick study 52%
of employees said they felt more
inspired by their social CEO
#sm4np #hootgiving

21. 5. Empower

22. ONE
@ONECampaign
Half a billion people in Africa NEVER
have power. Learn more at
one.org/us/2012/13… #superbowl
456 58

23. Study from @JHUCCSS shows volunteers make up
44% of nonprofit workforce, empower them to
amplify your nonprofit’s message via social #sm4np
Source: John Hopkins Comparative NonProfit Sector project

24. Benefits include education,
online recognition and exclusive
HootSwag
Combined social reach 150,000
450 Ambassadors globally
HootSuite Ambassadors

25. 2K
Shares
450
RTs
HootSuite Ambassadors
Check out @HootSuite’s take on
social media #GameofThrones
ow.ly/vpsm1 #GameofSocial

26. Your Opportunity

27. hootsuite.com/about/hootgiving
Aki Kaltenbach
Head of HootGiving
HootSuite
@hootgiving