7 Ideas To Help Spark Stand-Out Share Text from Advocates

In The Power of Your Employees’ Authentic Voices, we presented some pretty compelling stats on why it’s a smart move to encourage employee advocates to customize the share text when sharing curated content. Our first-hand research shows that even mildly altered share text far out-performs other options, generating 4.5 times average clicks, 3.5 times average CTR and 1. 5 times average total reactions.

But as humans we’re prewired to take the shortest path possible, so asking advocates to take a few extra moments to craft customized text to accompany curated content is likely to elicit some natural objections, such as: “I’m not very creative” or “I don’t have time to personalize.”

Here are 7 easy remedies to recommend:

(1) Pull a quote, and build from it: Not sure where to start? Find something from the original content that stands out to you and build off of that.

  • Original: Watch yesterday’s webinar on Predictions for Employee Experience in 2021 On Demand – available now!
  • Customized: Great quote from yesterday’s session, “Having employees work from home did not break trust any further than when they were working in the office or working face-to-face. If trust was broken, it was likely happening inside the office already and became more apparent once working from home.” Watch Predictions for Employee Experience in 2021 On Demand – available now!

(2) Make it personal: Pull something from your own experience or background that ties in with the topic, and add that to the pre-written share text. Your friends and followers want to know why you’re sharing what you’re sharing – don’t be afraid to add that level of detail.

  • Original: Working mothers are paying a career penalty during the COVID-19 crisis, and it’s expected to get worse. Our study shows the impact. Click through to learn more.
  • Customized: Shout out to my spouse for not making this the reality in our household. True definition of the word partner. I know this is true for so many, though, and think it’s important to recognize the trend that working mothers are paying a career penalty during the COVID-19 crisis, and it’s expected to get worse. Our study shows the impact. Click through to learn more.

(3) Be authentic: Remember the reason you’re sharing this specific piece of content is because it matters to you. Tell people why it matters, and why you think it’s important they know about it as well.

  • Original: Women are disproportionately affected by the COVID-19 crisis. Here’s how to help – read more in the Five Fifty report.
  • Customized: Women are disproportionately affected by the COVID-19 crisis. Everyone is struggling right now, but the burden is even more to bear for some. Lend support where you can and ask for support if you need it. <3 Here’s how to help – read more in the Five Fifty report.

(4) Add relevant hashtags: Your followers (or potential followers) might be interested in broader subjects related to the post. Add hashtags that support the content for additional reach.

  • Original: COVID-19 pushed companies over the technology tipping point and transformed business forever. Read more in the latest report. #technology #empowering
  • Customized: Amazing to think prior to the pandemic, respondents to this survey thought it would take more than a year to implement the level of remote working accomplished in an average of 11 days! COVID-19 pushed companies over the technology tipping point and transformed business forever. Read more in the latest report. #technology #empowering #remoteworking #digitaltransformation

(5) Pose a question: Adding a question to pre-scripted share text can help drive engagement and create conversations. What are you hoping people get out of your share? Ask if they did!

  • Original: Innovation starts with you – boost your Digital IQ knowledge and skills with our new Digital Fitness app. Download in the App Store or on Google Play.
  • Customized: FREE ASSESSMENT! I got an 8 of 10 – what’s your digital fitness score? Innovation starts with you – boost your Digital IQ knowledge and skills with our new Digital Fitness app. Download in the App Store or on Google Play.

(6) Don’t be afraid to be funny (when appropriate) – but keep the brand in mind: Humor works! But remember when you’re sharing on behalf of the company to always keep the brand and the tone of your organization in mind.

  • Original: To successfully counter employee fatigue, leadership must partner with HR and #InternalComms teams to create a plan that arms them with the right knowledge and keeps them fully engaged. Check out these 6 ways to begin strategizing.
  • Customized: What, no coffee IVs? 😀 Seriously, though, great suggestions for leaders here: To successfully counter employee fatigue, leadership must partner with HR and #InternalComms teams to create a plan that arms them with the right knowledge and keeps them fully engaged. Check out these 6 ways to begin strategizing.

(7) Read twice/post once: Before you hit share, re-read your post and make sure the info you’ve added complies with the social media policies and guidelines.

The Bottom Line

Consider the thought, time and effort you’ve taken to build your employee advocacy program. Now, imagine empowering your team of ambassadors to take that same ownership with the share text they’re using to promote your carefully curated content.

It won’t be immediate – you’ll need to create space for people to learn and feel comfortable sharing in this new way.

And don’t be discouraged by potentially fewer shares with customized share text. In the research above, you can see the percentage of individuals who customized text was lower, but the impact was exponentially higher. And this impact can lead to enhanced interaction, stronger social relationships and greater followings – the next level of employee advocacy.

Post Author

Margaret Trietsch

Senior Engagement Manager: Expert communications strategist specializing in creative solutions, employee engagement, and collaboration.