Nice ebook from Dynamic Signal "An Introduction to Employee Advocacy" which affirms what I have shared in several posts -- empower your employees and they will help you build your business.
Empower and encourage all of your employees to send out positive messages and attract new customers, generate referrals, recruit great hires and tell a consistent story about the brand.
If your don't trust your employees to do this, how are you failing to earn their trust? Employees will only treat your customers and well as you treat your employees.
Channel the passion and knowledge of your employees so they reach out to their social networks and amplify your brand. Ensure your employees are engaged and are fully aware of your vision, mission, values and strategic position.
Doing so will drive leads, revenue and profit and further engage your employees.
According to Edelman's 2013 Trust Barometer, "41% of people believe a company's employees rank higher in public trust than a firm's P.R. department, CEO or founder."
When you empower your employees, your employees trust you and their social networks trust them. Their family, friends and colleagues see them enjoying their jobs, in person and online, and start to think more highly of the company.
For every 1,000 employees, companies can gain more than $1 million in earned media, save $500,000 in recruiting expense and geenerate millions in incremental sales.
According to Gallup, "companies with engaged employees outperform those without engaged employees by up to 202%."
Have a social media policy that's accessible and understandable. Explicitly tell people what you want them to share like a press release or video.
According to McKinsey, "when marketers empower their employees, they stand a much better chance of reaching customers in the right place, at the right time, with the right message."
According to Social Media and Sales Quota Report, "78% of salespeople using social media outsell their peers."
Reviews, recommendations, case studies, purchase history, coupon redemption and ecommerce will all provide feedback on whether or not your employee empowerment initiatives are working.
Employees are your best sales channel, your best advocates and the greatest promoters of your brand.