In a desperate attempt to grab eye balls and shoot up to fame overnight, brands have been going out of their way in creating content every day. But, with a view of surpassing the competitors, the quantity of content produced each day is higher while the quality can be seen in the declining phase. And this obsession of getting every bit ‘viral’ often leads to aimless digital marketing spends. But hold on! Is it the right way to do it?

We don’t think so!

Pumping in lakhs for promotion on Facebook, Twitter and other social channels may still not make you go ‘viral’. And trust us, the quality of content going higher may still not guarantee success; your own army of evangelists may help you climb the success ladder.

Well, this is so because businesses do invest in content marketing and advocacy marketing programs but there are a lot of obstacles to deal with before the idea creates fireworks in the virtual space. Naming Facebook or Google for their money-driven reach algorithms or even blaming the quality of content will do no good. Encouraging your employees, stakeholders, channel partners and other associated with the business can help in ensuring ‘virality’ element.

While the marketers are always on their toes trying to make ends meet, it’s the employees who can do wonders if they play their part well. According to Gartner, 81% of people trust recommendations from friends and family over advertisements. A company employee sharing a branded post will attract and engage more number of people as opposed to a company Facebook page.  Engaged employees add to the positive share of voice and build a healthy image of the brand over digital media.

While the marketers do struggle while introducing employee advocacy programs, it’s the reluctant behaviour of fellow colleagues that acts like the ultimate obstacle in the journey of success. As easy as it seems, it’s a little more difficult for marketers to strike a healthy balance between employee interests and organisational interests while introducing such programmes. While doing so, here are some of the pet questions that every manager gets to hear from their employees:

  • What do I get out of sharing this post?
  • I don’t mix personal and professional life on Social Media!
  • What if somebody posts a negative comment? I don’t want to be a part of the debate!
  • It’s the marketing department’s job. Not mine!
  • I am busy right now, will do it later!

These, along with many such excuses are likely to be thrown at you while trying to bring in some changes in the existing model because aren’t we all too comfortable in our chairs doing the same old stuff?  But an employee advocacy tool like Efluencr with a unique gamification system, unbelievable transparency and ease of use can pave way for smooth implementation of employee advocacy in your organisation. Remember – ‘A calm sea can never make for a skilful sailor.’ So, for marketers – You’ve got to try and try until you succeed in getting all the folks on the same boat.

By Team Efluencr Feb 26, 2016

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