Enter social media advocacy
In my last blog post, I listed 12 content ideas for knowledge-intensive companies e.g. engineering and manufacturing. Engaging an audience through content is one of the main strategies for driving B2B sales. Social media advocacy is another strategy. Do this by empowering employees to develop good behaviours such as listening and sharing online.
Rackspace is the #1 managed cloud company based in San Antonio, Texas. It has engineers, scientists and researchers, helping businesses to tap into cloud computing without having to manage it on their own. There is also great content at Rackspace. Employees get involved in a number of ways. Last November, I caught up with Elizabeth Jurewicz (call her Liz!), Social Enablement Strategist at Rackspace. She created and delivers the social media advocacy programme. I ‘met’ Liz online and started following her tweets and comments on the topic. We are now in regular contact and I’m learning a lot from her. Here is my 16-minute podcast interview with Liz.
Podcast with Elizabeth Jurewicz
If you’re short of time, here are some key takeaways from the podcast:
- Establish formal training social listening as a way to engage employees who don’t want to share content directly.
- Measure your performance internally first e.g. Are employees engaged? Is the messages you are sending being received and understood?
- When leaders get involved, you know you are on the right track.
- As a new company, start at the beginning to cultivate a culture of knowledge sharing.
- Give yourself to develop the right culture in your company.