Are You Aware What Your Employees Are Saying On Social Media?

Angry Employee

I’m going to write our confrontation on Facebook and get away with it scot-free!

The year 2013 is the year that companies will take social media seriously. This is definitely the year that social media naysayers will be humiliated, and they will be forced to look at other marketing strategies to hurl questions at. Facebook opened 2013 with news of its Search Graph wherein intuitive searches can be made, with a strong focus on connectivity and people’s interests. Pinterest’s fast growth has also caught the eye of many marketers, who by now are drawing solid visual content blueprints.

Engagement, cleaning unstructured data to meaningful, usable metrics, and communication adjustments are some of the few compelling aspects of social media marketing that will see tremendous, upward (or downward) movement this year, depending on how social networks will continue to improve their service. However, I find it really bothering that companies are not writing down employee monitoring on their social media conversion pipeline.

There have been numerous cases of employees commenting on undesirable workplace culture, many of which had been documented by go to resources on employee-employer relationship. Social media is a freedom wall, free with space and growing in conversations day by day. Professionals understand that there are limitations, but the entire concept of it being free is just as tempting and rewarding.

Companies should by now grasp the common knowledge that in every corner workplace exists an individual or group committed only to their personal goals – not everyone is loyal or understands their employer’s mission and vision, and that is many just grind through everyday knowing that contributions will materialize into something beneficial. This scenario is repetitive, though I’m not sure if organizations outside my country’s boundaries (I’m from the Philippines, by the way) have retaliated back against employees who use social media as a tool to embarrass co-workers or destroy company image.

Cases like this and this make up a small chunk of international social media crimes wherein the suspects are employees themselves. Privacy? Not everyone is aware that they can shut off posts to the public, which had me thinking that if social media has reached global impact to businesses of all sizes, why are individuals, responsible for the shift in advertising balance, struggle to keep pace?

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Truthfully, companies are making strong progress in understanding that social media will soon devour anything outside what consumers think are disrupting the whole buying experience that channels like Facebook and Twitter have given them. If companies truly wish to make social media work for them, they’ve got to start internally, educate employees what their role should be in building credibility and enforcing guidelines of what people should know and what should be kept locked inside the office’s shining treasure chest of organizational secrets.

At least, maybe, through monitoring toolkits like Addvocate, companies can genuinely track and endorse people who they want to serve as a social media envoy. The additional responsibility of putting a product/service on the shoulders of a particular employee, through social media sharing, is a concept that businesses should quickly master while everything about is new.

The dictation that a business should implement should not be tyrannical, rather the instruction should promote the employee as a brand messenger capable of influencing friends to engage with the business as either a customer or conversationalist. Companies may know that social media is a stampeding beast that is slowly crushing traditional marketing whelps; organizations may not have the investment in creating/curating awesome content, spend marketing money on Facebook, Twitter, Google+, but outfitting employees as a social media trumpeter is definitely worth a shot.

How about you? Have you made head ways in monitoring what your people write on social media channels today?

Image Credit: Healthnewsnet

Comments: 5

  • Really appreciate your mentioning Addvocate Derek — awesome to know you found us.

    As for content, I can’t agree with you more. Companies who can’t invest heavily in creating awesome content will need to get very smart about curating content that engages and worthy to be shared.

    If the content is not captivating, contextual to your audiences interests, or easily sharable, it’s not going to be hard to create engagement — the company will likely grow weary and feel like they’ve failed. No one wants that, so please spend the time to understand why your friends and fans follow you in the first place.

    If you can nail down why they are following you and why, you’ll better be able to serve up the content that matters to them.

  • A boss should always be aware of what their employees are saying on social media. It would be a grievous mistake to not monitor what employees could be saying on social channels.

    For all we know, an employee could be speaking ill of your business, or worse, leaking tools of the trade for all to see.

    Since social media is becoming an important part of how businesses market themselves, and since employees are now encouraged to be active on a company’s social channels as well, it really is important to be aware of what your employees are passing around.

  • Brad Milne says:

    Gerat article. Not only do companies need to be aware of what employees are sharing online, they al need to think tactically about what it means that employees have their own engaged networks on LinkedIn, Twitter and Facebook.

    Any content that employees share in a professional setting (and unprofessional…) reflects back on the company, and therefore it’s up to the company to provide guidance, encouragement, and great content to share online to their employees.

    I love Addvocate’s approach to the world of employee social media. We’re trying to tackle it from an enterprise standpoint here at Elevate – and I think this issue will come up with increasing frequency in 2013.

  • We can’t stop our employees from saying what they want in social media. The only thing that we can do is to remind them to become more aware about their words because everything they are posting is open to the public and one word is enough to ruin the credibility of the company.

  • Henner says:

    Great article, and good comments!
    The times of employee surveys should definitely be over, same goes for knowledge databases or CVs. Intelligent organizations already leverage sentiment intelligence to differentiate from competition and leverage the possibility to combine social data with internal HR data. In one case a customer (professional services) analyses CVs and the alumni network and connects this data to their HR as well as CRM system to find out the valuable entry points into potential customers when pitching for a project: excellent sales support driven by HR information (which employee has worked for the prospect? Which prospect employee has worked with the company? How many pitches have we had with the prospect, which were won and why or lost and why etc).
    Analytics are way more than reporting – in the meantime Analytics will help making better decisions thru mining and modeling data. This will not only help managing your brand as an employer, but also to find talent in your organization and keep talent in your organization!
    Thanks for driving this topic, I would love to read more articles like this!

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