CarverTC Inbound Marketing Blog

The Yin and Yang of Social Media Training [Infographic]

Posted by Bob Carver on Sep 25, 2016 6:49:23 AM

Lots of brands are seeing the benefits of employees being social media brand advocates, but there are still concerns over turning employees loose on behalf of the brand. And there should be. Companies can loose a lot of money, in the millions, if there is a major public relations issue stemming from a social media related incident. On the flip side, some executives and managers are still hesitant to train their employees how to interact on social media on behalf of the brand. I'm talking about real training here, with experienced community managers or social media experts. Let me be clear, writing up what you'd like your employees to do, then having them read the policy, isn't training. It's easy for the most well intentioned people to make a mistake that can cause trouble. And, if it does cause trouble, it will cost your brand money. At that point, it's only a question of how much. The issue is the yin and yang of social media training. In the following infographic we break down the stats to show you how big the issues, and costs, are, and give you tips to help you build a better employee brand advocacy program. 

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Topics: brand advocates, social media management, social media training, business and social media, content marketing

6 Social Media Concerns of Managers and How to Mitigate Them

Posted by Bob Carver on Sep 23, 2016 9:33:09 AM

A 2013 Marketing Land survey examining corporate social media risks and rewards from advisory firm Grant Thornton found that 71 percent of the executives polled said their company was concerned about possible risks posed by social media. Those worries are well founded. The Network published an article breaking down the costs for large companies of poor social media compliance training and put the overall number at $3.5 million per social media incident. The breakdown: direct financial costs ($641K), reputation damage ($638K), lost revenue ($619K), reduction in stock price ($1M) and litigation costs ($650K). Obviously not all social media incidents are the same, and mileage as well as costs will vary depending on your size and exposure. However, no matter what you’re size, any social media incident will likely incur costs in some, if not all, of the areas mentioned above. That makes social media use, and broad adoption a concern for executives and managers. This is especially relevant today as more and more brands seek to activate their employees to share on social media on behalf of the company. In this article I’ll look at some of the top concerns executives and managers have regarding social media content, interaction, and policies. I’ll then look at two distinctly different approaches to mitigating the risks. First, let’s look at some of the most common concerns about social media from executives and managers.

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Topics: brand advocates, social media abuse, social media management, social media policy

Why You NEED to Train Employees to be Social Brand Advocates [Infographic]

Posted by Bob Carver on Sep 22, 2016 5:44:07 PM

A lot has been written about employee brand advocates over the last year as some organizations have chosen to empower their employees to share information about their brands. We've taken a look at a number of articles, and pulled out stats and facts in an infographic that tells a compelling story. From the customer side, not only is engagement with employees desired, it's becoming the expectation. From the perspective of the organization, not only do employee social brand advocates help market, but they also increase the trust of their brands, improve service, and help generate revenue. The brands that have done this successfully have come to one conclusion, to do this right, employee brand advocates need to be trained. See our infographic below. 

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Topics: brand advocates, social media, social media management, training

The Big Benefits of Training Your Employees to be Brand Advocates

Posted by Bob Carver on Sep 22, 2016 5:33:20 PM

More organizations are realizing the value of having employees actively engaged in social media representing the organization. This is true of for-profit companies, non-profit organizations, as well as municipal and other government entities. These brand advocates benefit their organizations in a number of ways from increasing reach, to spotting trends, to surfacing issues, to fostering a sense of connected responsiveness with the community. Across the board, the key to achieving success with brand advocates is training. In this article I’ll look at why employee engagement is important, why organizations should make employee engagement a priority, why training is critical, and the benefits beyond community engagement that come from having employees that are properly trained to be employee brand advocates.

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Topics: brand advocates, social media, social media management, community management

Employees are More Engaged at Socially Engaged Companies [Stat Graphic]

Posted by Bob Carver on Sep 21, 2016 9:27:49 AM

The impact social engagement by the organization can have its employees is startling. With Gallup's 2013 “State of the Global Workplace Report” reporting that only 13% of employees are engaged at work, Carole Zibi and LinkedIn worked with Brian Solis, Principal at Altimeter Group, to look at the impact of social engagement on employee engagement. The results, as I said, are startling. Carole's excellent article contains lots of information and an infographic with other facts. Our reading of the article compelled us to make the infographic below. Simply put, if you're organization is active on social media, and includes the employees in that activity, there's a far greater chance the employees will be engaged with what the organization is doing. Engaged, socially connected employees can become brand ambassadors, sharing content, and increase brand awareness. That's huge. 

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Topics: brand advocates, social media, brand awareness

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