Social media isn’t exclusively for marketing teams. Brands with a strong presence online need social input from teams across the organisation, from the C-suite to the customer-facing employees, but many companies are guilty of still keeping social siloed. Rob Coyne, GM, EMEA at Hootsuite.

This is having an affect on consumers, who are getting fed up of unrelatable corporate monologue and jargon. In fact, according to Edelman’s 2018 Trust Barometer report 60 percent of people no longer trust brands on social media, instead focusing their trust towards family and friends. It’s clear consumers want genuine connections – and done right, that’s what employees can help to achieve. 

Real connections start with being human
In order for organisations to create real connections, they need to be more human. However, this is often easier said than done. Consumers are sceptical of mass marketing, and often doubt the legitimacy of campaigns that are aimed at everyone. Instead, they want a more personalised approach to how they are targeted, for brands to show that they value their custom. This is where social media has a role to play, but if brands aren’t human or approachable, an invaluable opportunity can be missed. 

To be more human, brands need to adopt some key characteristics. From being open and honest, to even showing some flaws and talking and interacting like a real person, demonstrating a transparent culture will resonate with consumers. A brand that has seen success from being more human on social media is Cisco. The technology company created social media profiles with the handle @WeAreCisco, which highlights the everyday lives and challenges of young employees. Cisco’s Talent Brand Team’s aim is to make personal connections with future talent, and they do this by showcasing Cisco employees voices, and their work with technology. Using Snapchat, Twitter and Instagram, employees are able to create stories to demonstrate what it’s like to work inside the company, with the employee-generated content building authenticity and trust. 

Every employee is an advocate
Active and engaged staff members on social make the strongest allies for an organisation, conveying corporate values and building a reputation as a trustworthy brand. This is echoed by Edelman’s Trust Barometer, which found that content shared by employees, at every level of an organisation, gets eight times more engagement than corporate content, and is reshared 25 times more frequently. Organisations that aren’t encouraging employees to post on social media are certainly missing a trick. Putting a proper social media policy in place, organisations can offer guidance on what is important to share on social, and by offering employees the right tools, it can help them use it in the right way. 

Employees have the ability to attract consumers of all different ages and backgrounds, whether they are friends, family, Instagram followers or simply acquaintances. Junior employees can give insights and offer a behind-the-scenes look into an organisation, promoting it as a great place to work, all while coming across as authentic – if done properly. While more senior staff and members of the C-suite may feel they need to take a more corporate approach, the invariably hold the most power and can actually show a less serious side to an organisation. The CEO of Boots, Sebastian James is a great example of someone who holds a senior role having a bit of fun and offering their take on business operations. James showcased the recent opening of the organisation’s new flagship Covent Garden store in a light-hearted way, sharing updates and images from the opening day. 

Show you care using social
Operating in industries that are constantly in flux, with ever-changing algorithms across social media networks, organisations need to be at the top of their game when it comes to posting content that will resonate with the right audience. Sharing content that demonstrates a brand’s culture is a great way to network, connect with potential new clients and partners, and engage prospective employees. It also gives your brand an actual human face, which automatically puts consumers at ease. Organisations shouldn’t be afraid to use humour, embrace storytelling or take a strong stance on relevant issues. However, it’s important to strike a balance between personality and professionalism.

Social also acts as a really impactful platform for organisations to demonstrate their commitment to various causes and how it takes its position of responsibility in the world. Given there has been so much emphasis on CSR as of late, and growing demand for organisations to take ownership on the impact they are having on the world, social is a direct-to-consumer way of communicating these commitments. 

The benefits to an organisation
By encouraging a culture that supports employees actively posting about their working life, in a positive way on social media, brands are likely to see increased engagement, higher recruitment levels and overall a better relationship with their customers. Consumers are reluctant to trust brands on social media, so why aren’t brands making the most of this and encouraging employees to positively promote them on social? A company-wide social strategy, the right toolset and underpinned guidance on the best way to use each platform will encourage a positive company culture alongside engaged and motivated employees – both of which will result in tremendous benefits for any organisation. Being social is the future of business, and it’s time to embrace it.