The world of social media for business to business organisations is changing rapidly with new platforms and new online community spaces appearing almost daily. For example, we've seen the rise of Clubhouse, the audio only social community. A couple of days ago I found Guild, “a British, independent technology company. Not owned by Facebook, Google, Amazon or Microsoft – we believe the world deserves a new kind of digital communications platform. Guild is a messaging platform for professional groups, networks and communities. A safe space to communicate, connect and collaborate.”
Alongside new technologies come new behaviours and new language. This post provides definitions for some words and phrases that are seeping into the everyday language of content creators in the online marketing arena.
Social advocacy has two distinct meanings. In the wider sense, the term social advocacy refer to the practice of addressing issues in society such as social justice, diversity, equality, education, etc. In a marketing sense, the phrase relates to the sharing of information about a brand by an employee, partner, influencer or fan in a positive way using social media and online communities.
Employee advocacy is a process for encouraging the sharing of and interaction with online content in support of the employer's brand across social media with the dual aim of increasing the organisation's brand awareness and raising the profile of the individual's personal brand by leverage their networks.
The benefits of employee advocacy for the company are:
- increased reach and engagement
- employee retention
- lower costs of recruitment
- lower paid advertising costs
- increased trust
- ability to
Earned Media Value (EMV)
Paid advertising on Google, YouTube or on social media platforms can be measured in many ways, one of which is cost per click (CPC) – the cost of someone visiting the specific page on a website you are promoting. The average cost per click on LinkedIn is approximately $4.80.
A visit to an organisation's website from unpaid (organic) activity, either by their marketing department or employees, is at zero cost, the value being known as ‘earned media value'. 1,000 page visits has an EMV of $4,800. Looked at another way, that organic activity has saved the company $4,800 worth of advertising spend.
Usually the preserve of HR, employee engagement is the extent to which an employee is personal commitment someone has to their work, their company and its goals. Encouraging employee engagement benefits the company as it builds morale, satisfaction, builds strong teams resulting in innovation and creativity, reduces turnover and absenteeism. Engaged employees tend to be more productive, produce work of a higher quality and are social champions for their employer, either formally or informally. Employee engagement programmes aim to promote a positive working environment and reduce bullying, idle gossip and disruptive behaviour.
An employer brand is at the heart of an organisation's culture and encompasses tangible and intangible qualities and attributes which describe the experience of an employee of the organisation. It helps to distinguish one employer from another and shows clearly how an existing or potential employee will experience the organisations. Communicatng an employer brand filters into every aspect of the employee's working day from working conditions, through to internal communication practices, dealing with conflict and a myriad of relationships an employee faces in their working lives.
Social selling is leveraging your social media accounts to build relationships with potential prospects, leads and customers by discovering where they may (or may not) be in the customer journey. It is the antithesis of cold calling and requires patience and creativity. Social selling does mean direct messaging your network out of the blue with sales messages – that's simply spam.
Social Selling Index
A social selling index is a measure of the likelihood that your online profile, network and content is positioned effectively to make you a successful social seller in relation to your peers. It is a measure of your personal brand.
The LinkedIn SSI score shows you your position in relation to your network and to people with your industry.
The screenshot below shows my SSI score which indicates that even though I am in the top 1%, I can improve my updates.
Influencers are individuals, usually but not necessarily with large, social networks whose online content sways the consumer's opinion regarding products, services or brands. They may be paid or unpaid; some are professional influencers paid richly for their support. On some social media platforms, such as Instagram, paid for posts need to be declared.
A social media manager's role includes research into their industry trends, the competition, their customers and potential customers and partnerships across social media platforms and other online content, such as news and website content. Social listening is the process of finding, reviewing, recording and using the insights gained from this research to inform and adapt their own social media activities. Services such as Brandwatch helps to aggregate these searches.
Similar to social listening, social monitoring is the process of finding mentions of your brand on social media and responding to comments and messages.