Social Media Success for Corporations
Social media is a challenge for big corporations. Strict brand guidelines around what can be published, and strict best practise around what employees can post were 2 limiting factors for our corporate clients.
Social media provides a massive opportunity for corporates. You only need a small percentage of the workforce to be engaged with the companies values to make it a success.
We provide a centralised service whereby the marketing team can have their brand guidelines adhered to. The HR and communications departments have control over what is being posted on social media, and a core goal can be established for the desired outcome for the business from its social media usage.
Engaged employees can contribute with brand messages, whilst connecting their profile to a central system to allow them to distribute content to their connections. Having an employee share brand content has a number of positive outcomes; it can spread an employer brand message, and highlight what a positive place it is to work. There can also be a significant impact on the bottom line, be cross-selling products via content to individuals connections.
How to be Successful on Social
Understanding Your Collective Reach
If you are part of a big team or organisation coming to the understanding that you are all best working as one allows for the content to have the biggest impact and reach. Centralising posting to one dedicated person or system will ensure the corporate message is always delivered in line with corporate communication & brand guidlines
Identify highly engaged employees to share corporate content
Map out you CSR content strategy for the next 12 months
Produce branded corporate communications content
Curate employer brand content
Work with content contributors within your organisation
Target your ads to people with similar data to expand a good quality audience
Remarket ads back to your engaged audience
Our top tips
With years of experience doing this ourselves, we are well placed to offer you tips on how to maximise your success on social media:
- Try as many pieces of creative as possible (graphics or photos) – Aim for 500 – 1000 creatives. You don’t know what will work so try everything until you have an idea of what your audience engages with. If something doesn’t work so what? It doesn’t matter in the long run, just focus your efforts on creatives that work.
- Do the same with posts – The text you write is secondary to your image, but it’s a close second. Experiment with different tones of voice and calls to action.
- Be patient at first – It will take a couple of weeks for everything to average out and show your realistic results, leave it for a while and then come back to it.
- Monitor your campaign regularly – After the go-live period make sure you check your campaigns with regularity. If something blows up overnight you want to react to it and run with similar content for a while. Make checking facebook Pixel and Google Analytics part of your weekly routine. Try to understand how your social media is impacting other acquisition channels into your website.
What Does Success Look like?
When delivering a corporate content strategy it’s really important to understand that individuals are connected to their own circle of influence. take for example a client of ours who has 3000K followers of the LinkedIn Company Page. Their team of 50 business development managers are connected into the centralised content hub. On average each has 1500 connections. there reached on LinkedIn is in excess of 75K people. This means their reach on LinkedIn is 2500% greater when working as a team, as opposed to solely focusing on the company Page.
Success varies depending upon the organisation’s goals. They can range from increasing website traffic from Linkedin through to downloads of brochures, and market updates.