If you’re looking to make a local impact with your social media, the options can be confusing and overwhelming. In such circumstances, it can be valuable to leverage your employees and their social network.
Your employees can strengthen local engagement and build stronger relationships with clients and influencers through targeted, relevant content shared by local leaders and amplified by local co-workers.
Employees reach 10x more people than all your corporate social accounts together. What’s more, content shared by employees get 2x as much engagement as content shared by a company page.
So, how do you do it? Here are five steps to achieving local impact…
1. Set the target
Start by identifying what success looks like in your market, so you know what you’re aiming for. Some goals might include:
- Brand Awareness
- Lead Generation / Reputation & Trust Building
- Client/Partner Engagement & Education
- Vendor/Subcontractor Relations
- Industry Networking
- Talent Attraction and Engagement
- Market Position & Differentiation
- Technology Use & Innovation
- Community Support & Initiatives
2. Map the Message
Define the types of content that will help you achieve these local goals. Some proven options are:
- Project Updates: From clients, partners, or your company’s page.
- Testimonials: Positive mentions from local clients/partners.
- Industry News: Local or national, with a local perspective.
- Events: Hosted by local organizers.
- Achievements: From local organizations or your company page.
- Behind-the-Scenes: Operations, training, projects, celebrations.
- Co-worker Spotlights: Anniversaries, promotions, achievements.
- Community Involvement: Volunteer and service activities.
- Tips and Best Practices: Professional insights and advice.
- Event Photos: Images from attended events.
- Career Opportunities: Job openings and career events.
3. Assign the Voice
Strategically decide who should share each type of content. Match local leaders with topics that fit their expertise and credibility. Some factors to consider when making assignments:
- Industry Expertise: Recognized for deep knowledge of relevant topics.
- Client and Industry Engagement: Actively interacts with clients and professionals.
- Local Involvement: Participates in events and industry organizations.
- Commitment: Availability to respond to messages, engage in conversation, and provide insights for refining future content.
4. Empower and Evolve
Encourage local co-workers to actively participate in content sharing and engagement. To do that:
- Make Sharing Easy: Use tools to simplify content sharing.
- Invite Input: Encourage co-workers to suggest content topics.
- Celebrate Successes: Recognize and share achievements to motivate and inspire.
5. Track the Impact: Finally, measure engagement and effectiveness. You can do that through:
- Feedback Loops: Request feedback from local leaders and co-workers.
- Adapting and Evolving: Adjust based on market changes, emerging social media trends, and insights gained.
How are your social efforts? We’d love to lend a hand. Reach out today to schedule a consultation and let’s talk about how to amplify your message by leveraging your local network.
