A new post is published
The marketing team shares it.
Then everyone else in the company continues with their day.
It’s a common occurrence in many businesses.
However, sometimes your own team can be one of the easiest ways to help important content
reach more people.
Your staff are familiar with your company.
They know what they are working on.
They are familiar with the people involved.
And many of them have their own professional and personal networks.
They can assist in reaching more people when they interact with business content naturally.
The key word is:
naturally.
Customers don’t interact with a business just through its logo or advertisements.
They also experience it through:
Employees, discussions, customer service, delivery, meetings, projects, and daily interactions.
That’s a way your team is already a part of the brand’s meaning.
Social media is just another channel for employees to help with that visibility.
They may:
• Follow the business page
• React to important posts
• Share relevant updates
• Make comments when they have something to say
• Tag the company appropriately
Share successes or accomplishments
Discuss helpful company information with their network
This can help the business to reach audiences that may not have found the main company page directly.
Suppose your company page has 2,000 followers.
Now picture 20 employees with their own network of colleagues, friends, clients, industry contacts and professional connections.
If a handful of them actually post an important business-related message, that message can be seen by people outside of the company.
This doesn’t mean that all employee positions will go viral.
That’s not what it’s about.
The value lies in the ability to extend visibility via real people, who are connected to the business.
That often feels more natural than seeing the company promote itself repeatedly.
A business page says:
“We completed a new project.”
An employee shares the same project and says:
“It’s great to see another project finished by our team.”
The second message can sound more personal as it is from someone who was involved in the work.
Individuals tend to relate more easily with:
That’s why employee participation can make business communication more human.
The company is a brand.
The human element can be added by employees.
Don’t be compelled to respond to all the business posts.
This can be very repetitive and unnatural.
Rather, look for posts that are worth supporting.
For example:
Major project completions
New service launches
Hiring announcements
Company milestones
Educational content
Events
Awards
Community initiatives
Useful industry information
If the content is relevant, team members will be more comfortable sharing it.
The aim is to participate in a quality way, not in a compulsory way.
Make it easy for employees to support business content if you want them to do so.
Share: Send a poster in the internal WhatsApp group rather than just a poster.
the original post link + brief explanation of why the post is important.
For example:
We’ve released our new project today, if it’s relevant to your network, please share the original post.
This is better than just saying:
“Everyone like and share.”
One way is to encourage real involvement.
The other can feel compelled.
People are more likely to support content when they understand why it matters.
Tell the team:
What is the post about, who it is for and why is the company sharing it.
If you write an educational article, for instance, you should explain:
“This is one of the most frequently asked questions by our customers, and it might help someone in your network who is facing the same challenge.
Now the employee has a motive to share it.
They are not promoting for the sake of promotion.
They are giving each other something useful.
Encourage employees to write naturally if they comment.
A genuine comment such as:
“It was an honour to have been a part of this project.”
or
“This is one of the questions our clients ask us often.”
“Great post!”
Real comments convey a sense that there are real people behind the business.
If the engagement feels staged, it may be because of the repetition of general comments.
There are some companies that require social media engagement.
Employees are told:
Like, comment, share all posts as with all posts.
This can generate activity but can also make the engagement appear unnatural.
More importantly, employees can begin to think that they are required to participate in the brand, instead of wanting to.
The better way is to create a culture where employees recognize the importance of the business content and engage when it’s appropriate.
Good advocacy is encouraged.
It should not sound like it was made for a specific purpose.
Business owners often have friends and family who genuinely want to support the company.
There is nothing wrong with them following the page, sharing useful posts, or engaging with content they actually care about.
But the goal should never be to create artificial popularity.
Do not ask people to:
leave fake reviews, pretend to be customers, or post misleading comments.
Support should remain honest.
A genuine supporter can help with awareness.
They should not pretend to have an experience they never had.
Team participation doesn’t need to be limited to sharing company posts.
Sometimes employees can develop their own valuable content about the work they do.
For example:
A designer can explain part of the creative process.
An engineer can share a project insight.
A consultant can discuss a common customer question.
A sales professional can talk about an industry trend.
A team member can share what they learned from an event.
This can create both:
the professional image of the employee and the credibility of the company.
The content should still adhere to the business’s confidentiality, communication policies, and customer privacy.
For professional and B2B businesses, LinkedIn can make employee participation particularly valuable.
A company may publish a:
project update, business milestone, article, hiring post, or industry insight.
If relevant team members interact with or share that content, it can be seen by people in their own professional networks.
This can help demonstrate over time that the business is comprised of real people with real expertise.
This can help build brand awareness and credibility.
Show them if team members are assisting in the company’s construction.
Feature:
Their accomplishments, project work, work anniversaries, ideas, presentations, and professional milestones.
This makes employees feel more attached to the company’s social media.
It also provides a clearer picture of the people behind the business to the customers.
Brand visibility is a two-way street.
Staff can assist the company.
The company should also acknowledge its employees.
The best employee support is from those who are truly proud to be associated with the business.
This can only be achieved by sending:
Like, comment, and share.”
It is derived from providing employees with:
There is good work to talk about, content to share, recognition, clarity and a sense of involvement.
Online advocacy is more natural when people feel connected to the business.
Marketing can take place on the official business account, but it can also occur on other accounts.
Your team can help introduce the brand to:
Potential employees, industry contacts, communities that the company page might not reach, and new customers.
The important thing is to maintain the authenticity of the participation.
Share useful content.
Give employees context.
Make sharing easy.
Encourage real conversations.
Don’t mistake forced engagement for true brand support
Your company page is not just a page, it’s a page that has an audience.
You have audiences, too, among your people.
They can work together to get more of the right people to find the business.
A Webrandtech Education Series for Smarter Digital Growth.