Employees Not Sharing Your Content? You Can See a 27% Increase in Engagement by Tweaking This ONE Thing

April 03, 2020
by Damian Keane

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When it comes to organic reach, scalability, and value-for-money, nothing in your company’s marketing toolbox beats social media platforms. 

Especially if you know all the right levers to pull to get your employees involved in sharing company content.

Marketing studies have shown that customers don’t really interact with brands - they interact with people. On average, content shared by employees sees 8X more social engagements than content shared by corporate social accounts.

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After reading this, you might be tempted to bombard your employees with even more content and have them share it with their contacts. After all, it’s all about getting those eyeballs to your website, right?

There’s just one little problem with that - it doesn’t work in the long-run.

Constant content pushes come with a short-term spike in social shares but, ultimately, they result in diminished engagement and a decrease in employee-content interactions. We’ve named this phenomenon the “social sharing fatigue” and here’s how you can avoid it.

Avoiding Social Sharing Fatigue - How to Motivate Your Employees to Share Company Content

A couple of months ago, we noticed some of our users are struggling to get their engagement and advocacy initiatives off the ground. Not only were their employees not sharing company content, but they also weren’t even accessing it on the platform or opening new content notification emails.

We dug deep to find out why that was happening.

After analysing platform data from 2019 and surveying our users, we concluded that companies experiencing this were suffering from social sharing fatigue. Their content push approach (churning out content and asking employees to share it) had an opposite effect; it made employees feel like they were a means to an end - a walking, talking “social media signal booster”. 

Naturally, as soon as employees start feeling that way, companies see a marked decline in overall content engagement, which translates into fewer social media shares and a sharp decline in reach.

Our deep-dive into data showed that companies that relied on the “content push” approach to advocacy throughout 2019 suffered a 17% decrease in content engagement. It’s not that those employees shared stuff less frequently - they were nowhere on the map when it came to content interactions. Assuming the same pattern, in two-years-time, that advocate drop-off would reach 34%.

Let’s put that those stats into perspective:

You have 150 employees in your company, 75 of which are participating in your social advocacy activities and sharing company content on socials with some regularity (a 50% opt-in rate is generous but let’s stick with it).

Every month, their shares and content interactions result in 25,000 organic impressions and 800 engagements for your brand (shares, likes, or clicks).

In year one, your content push strategy causes 17% of your advocates to drop off. That’s 13 people less doing that extra work to boost your branding and visibility. Consequently, your reach and engagements go down; you’re now getting around 20,700 impressions and 660 engagements. In year two, you lose 13 more people (that’s 26 advocates gone now, which means you’re down to 49), which translates into 16,500 organic impressions and 528 engagements.

You can try to replace those with paid ads but you’ll probably end up spending more than $1000 per month to do that. This is a best-case-estimate - your industry’s CPC and CPM could be much higher than $2 a pop, and platforms other than Facebook (like LinkedIn or Instagram) can be even more expensive.

But on top of all that, a question still remains: would you be getting the same results with paid advertising? 

People trust people more than they trust brands or paid advertisements - 76% of consumers are more likely to trust the content that’s shared by the employees of a brand than the brand itself.

The bottom line here is that you should never “shrug off” losing employee advocates. They are not easy to replace, and there’s nothing in your marketing toolbox quite as effective as they are.

There are ways to re-engage and reconnect with employees who’ve stopped interacting with your content, but they will all cost you money and time. The best course of action here is to prevent this drop-off from occurring in the first place.

So how do you stop social sharing fatigue from setting in?

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Our research shows that the key to success here lies in varying the type of engagement and advocacy campaigns.

Here are a few ideas to open up those communication channels, and to encourage your employees to remain tuned in to your content:

  • Use surveys and polls - ask people what they want to share on social, what kind of perks and rewards they’d like to get for it, and similar. Then, act on the information you’ve collected (don’t let that data gather dust or you’ll appear tone-deaf to employee needs and wants).

  • Ask for content submissions - those can be original employee content or posts and articles they’ve enjoyed reading/learned from (as long as they’re industry-specific).
  • Don’t shy away from big “asks” - asking employees to leave a review on Glassdoor (or something similarly “big”) can seem intimidating but it works when it comes to mixing things up. Don’t do it too often but also don’t be afraid to pull the trigger on that.

Why is this super important for you?

We want you to start mixing things up because the other group of companies we looked at - those that are varying their campaigns and actually interacting with their employees - generally see a 27% increase in engagement with their branded content. This means that they are a) motivating existing employees to share more company content on social media, and b) transforming neutral employees into advocates.

This 27% increase means 95 advocates instead of 75; it means 32,000 organic impressions instead of 25,000; it means 1000 social engagements per month instead of 800. In the end, it means less money spent on paid advertising and an army of employee advocates that are amplifying your social messages and strengthening your employer brand.

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That’s the lane you want to be in - you want that engagement and advocacy software you’re paying big bucks for to do what it says on the label. You want it to increase your scores across the board, not decrease them. For that, you need to give it a little push, and that push consists of actually interacting with your employees instead of looking at them as incubators for social media shares and reach.

With Ambassify, you have 40+ different campaigns at your disposal, and we’re constantly testing and adding new ones. Most of them are tailored to encourage two-way communication with your employees. Use these campaigns to truly connect and interact - put an end to social sharing fatigue, and watch those social media shares multiply!

 

Ready to grow your army of social advocates?


Let’s talk about it - schedule your Ambassify demo today!

 

Heads up: LinkedIn Elevate is being discontinued. Are you currently using this platform for your employer branding, employee advocacy or employee engagement initiatives? Then Ambassify is the perfect LinkedIn Elevate Alternative for you.

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