This document provides best practices for building an employee advocacy program on social media. It discusses defining employee advocacy, setting goals and key performance indicators, identifying champion advocates, establishing social media guidelines, and getting employees involved in content strategy and advocacy. The presentation recommends creating a positive company culture, rewarding top advocates, and using tools like LinkedIn to grow employee networks and share content. The overall aim is to leverage employees' social networks to increase brand awareness, recruitment, and issues management through strategic social media advocacy.

1. MASTER
CLASS
HOUSTON, TX ~ MAY 25 - 26, 2023
DIGIMARCONSOUTH.COM | #DigiMarConSouth
Eric T. Tung
SR. ADVISOR, SOCIAL MEDIA
LYONDELLBASEll
Employee Social
Media Advocacy Best
Practices

2. Solutions for a Better Tomorrow
Company confidential 2
Employee Advocacy Best Practices
@EricTTung
Date

3. Solutions for a Better Tomorrow
Company confidential 3
3
Hi there!
I’m @EricTTung

4. ■What is Employee Advocacy (in Social Media)?
■How to Build an Employee Advocacy Program
■How to Set Goals & KPIs
■Social Media Policy & Guideline Tips
■How to Engage Employees in Your Advocacy Program
Agenda

5. Employee advocacy is any program
that encourages your employees to
spread the word about your brand or
share company content:
• Company Events
• Webinars
• Testimonials
• Recruiting
@EricTTung

6. Company
Followers
10000
100
100000
Employees Employee
Networks
The impact of advocacy:
@EricTTung

7. Company confidential 7
Employee advocacy benefits
companies in three keyways:
1. Impacts sales due to increased
brand awareness and favorable
brand sentiment.
2. Improves recruitment, retention,
and engagement.
3. Aids in PR crises and issues
management.
@EricTTung

8. Company confidential 8
93% of people trust brand information
shared by friends and family.
51%
for social media posts…
38% for ads
@EricTTung

9. Build an employee advocacy program
Company confidential 9
1. Create a positive culture
2. Set goals & KPIs
3. Identify champions
4. Establish guidelines
5. Get employees involved in strategy
6. Create & share resources for employees
7. Reward employees
@EricTTung

10. Company confidential 10
Create a positive culture
Two key motivators for advocates:
1. Positive relationship with organization
2. Strategic internal communication
Happy employees want to share about their
company.
@EricTTung

11. Company confidential 11
Up to 70% of an employee’s
engagement level is determined by
their direct manager.
Create a positive culture
@EricTTung

12. Company confidential 12
Lighten up your Social Media Policy
If your social media policy is too legal
or longer than two pages, lighten up
your policy.
@EricTTung

13. Set Goals & KPIs
Company confidential 13
Example Goals:
• Increasing brand awareness
• Increasing share of voice
• Acquiring more leads
• Recruiting talent
• Improving brand sentiment
@EricTTung

14. Company confidential 14
KPIs to Track
•Top contributors:
•Individuals & teams sharing the most
•Who is generating the most engagement
•Organic reach:
•How many people are seeing the content?
•Engagement:
•Clicks, comments, and re-sharing
•Engagement per network?
•Traffic:
•How much traffic to your website
•Brand sentiment:
•Impacts on brand sentiment on social media?
•Company Hashtags
@EricTTung

16. Identify Champions
Focus on who already uses social:
• Who’s developing a personal brand on social?
• Who shares industry content?
• Who’s the public face of your company?
• Who has the most social media connections?
• Who is enthusiastic about your industry and
the company?
@EricTTung

17. Establish Social Media Guidelines
• Social Media Content Policy
• Brand Style Guidelines
• Bonus: Social Media Playbook
@EricTTung

18. Company confide
“One of the issues brought forward in recent days is the
belief that restrictions on social media prevent you from
being your true self, and that this disproportionately harms
journalists of color, LGBTQ journalists and others who
often feel attacked online. We need to dive into this issue.”
– Associated Press
@EricTTung

19. Company confidential 19
Social Media Policy
Quick Tips
• Don’t make long lists of don’ts.
• Remove as much legal jargon as possible.
• Reduce redundancy with other policies.
• Make sure they’re easy to understand.
• Include contact info for guidance.
@EricTTung

20. Company confidential 20
Social Media Playbook
• Create for various departments:
• Sales
• Recruiting
• Offer good post technique
• Hashtags & mentions
• Call to Action
• Photo & video
• Offer content ideas
• Events & conferences
• Anniversaries, new employees
• Volunteering
@EricTTung

21. Company confidential 21
Get Employees Involved in Your Strategy
• Let employees know about guidelines
and tools
• Intranet page?
• Advocacy app?
• LinkedIn recommended posts!
• Never force employees to share content
• Involve employees in content planning
• What shows off culture?
• What should the goals be?
@EricTTung

22. Users who share advocacy content
on LinkedIn receive
600% more profile views
and grow their networks
300% faster.
@EricTTung

23. Company confidential 23
Get Employees Involved in Your Strategy
• What are prospective customers asking?
• Create content to answer it!
• What do employees want to see?
• Create product feature videos, etc.
• Creating content that employees are asking for is the
best way to increase the chances they’ll share it!
• Preapproved messaging is great, but give them the
autonomy to create their own.
@EricTTung

24. Company confidential 24
Reward Employees
• Offer employees something in return.
• Educate employees on the benefits to them.
• Award leaderboard or featured posters
@EricTTung

25. Company confidential 25
Tools

26. We’re Hiring!
Company confidential 26