Social Business Building Block #1: Employee Activation

2016 beckons to be the year that social business comes of age.  Linking internal storytelling and employee social activation with traditional customer marketing will begin to influence the needed change.

Benefits of Investing in Employee Brand Building / Social Activation

  • Retention of valuable employees who are satisfied, engaged and productive,

  • Attracting quality new talent,

  • Employees feeling more informed,

  • Increased brand awareness through employee generated content,

  • Quality engagement spurred by authentic communications, and

  • Improved employee and customer experience. 


  • Social media spend as a percentage of marketing budgets is projected to increase from 10.7% to 14% in the next 12 months, and to 23.8% in the next 5 years.

  • Companies with highly engaged employees have 3x the operating margin and the Meaningful Brands Index outperforms the stock market by 120% (Towers Watson).

  • 90% of consumers trust recommendations from people they know and only 14% trust advertising (SocialChorus).

  • In companies with strong sustainability programs, morale was 55% better, business processes were 43% more efficient, public image was 43% stronger, and employee loyalty was 38% better (Society for Human Resources Management).

Take Aways

  • Begin or accelerate your employee social activation program. Train your people, teams, new employees and executives (to demonstrate leadership by example). Maintain quarterly lunch and learns and refresher training sessions.

  • Consider a formal or informal content / editorial review process.This may be as simple as peer-to-peer pairing or a mentor/mentee structure, or as formal as a workflow through compliance / regulatory channels in regulated industries.

  • Embrace collaboration and communication tools that accelerate the organization's social growth and maturity. Consider Slack or Gaggle AMP, or more robust tools such as a social collaboration platform.

  • Develop a social content and reference library from the get go.Providing a living, growing and evolving body of content and resources will help to both spur content generation and strengthen your knowledge base. 

  • Experiment, take some risks and evaluate what is working. The time is now to engage and learn the right social media mix for your employees, products/services and business.