If you've ever had an employee advocate, you know how valuable they can be. They're the ones who are always buzzing around the office, in social media groups and on message boards, sharing your brand with everyone they know. But what if your employees start using social media to talk about you? What if they're using their trusted personal networks to promote your products and services? That's what we call Employee Advocacy -- it's when employees use social media platforms like Facebook or Twitter to talk about their employer/product/service and promote them for free! In this chapter, they discuss how to harness the power of employee advocates so that they can do just that: promote your company from within.
In order to maximize your employee advocacy you must choose high profile employees who have large social networks and are trusted industry thought leaders. People who are known for their expertise in their field, authenticity and integrity, a large following, respect from peers and passion for your brand/products/services can all help you build relationships with customers that last long after they buy from you.
In a world of social media, it's important for companies (and their employees) to realize that they are all part of the same community. When you focus on employee advocacy, you're helping your brand grow organically by building relationships with customers who are already your advocates.
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