By now most socially savvy companies have stumbled on the veritable goldmine of employee advocacy, or put another way, the value of empowering employees to share a company message through their own social media networks.
It may seem simple enough at first. Someone crafts a tweet or post and then sends a company wide notification to share and voila! Your message is shared successfully and instantly right? Wrong.
There are several potential pitfalls with this strategy, but the good news is that there are tools to make this process a robust part of your internal social media strategy that can translate into actual revenue growth for the company.
We’ll focus this blog on one of the top and most timely considerations: employee disclosure.
A recent story involving the Federal Trade Commission and Sony (represented by Deutsch LA) provides a cautionary tale of the importance of employee disclosure. Employee disclosure on social media is the act of reporting the connection between employee and employer, so as to not mislead consumers. When this does not happen, there are far reaching consequences that can cost an organization time, money, and brand integrity,
(1) Social Sharing Platform: utilizing a platform that has built-in features to address employee disclosure is one of the quickest and safest methods of executing employee advocacy correctly. “Sharing Disclosure” is a feature within VoiceStorm by Dynamic Signal for all social media channels including Facebook, Twitter, and LinkedIn. Easily append a designated disclosure hashtag to any post/content your employees share via our platform, ensuring they are properly disclosing their relationship with the brand as an employee.
(2) Corporate Social Media Policy: a corporate code of conduct that explicitly outlines what is and is not appropriate for employees to share on the Internet with their professional or personal social network can help set expectations up front. You can download a sample social media policy here. Make sure to review and edit any proposed company social media policy through the lens of your company’s culture, brand vision and mission. One idea is to add a specific campaign hashtag policy to ensure that employee shares are properly tagged as endorsements.
(3) Know the Law: check out the Federal Trade Commission website outlining Advertising Endorsements. You can download documents explicitly addressing how to position endorsements and testimonials that use real-life examples for clarity.
The conversation on employee disclosure is one, albeit important, part of employee advocacy for your brand.
How is your company handling the issue of employee disclosure across social media? Share the good, the bad and the ugly with us on Twitter, and find out more about creating a comprehensive employee advocacy program with a free trial.