e.g. Facebook, LinkedIn, YouTube and Instagram increase your company’s visibility. Social media strengthens the dialogue with customers, business partners and employees.
Social media is a large part of your employees’ daily lives. So, it can be an advantage to involve employees in corporate communication using social media. However, it is a good idea to formulate a set of rules for social media to inform your employees about your expectations of how they engage in social media, for example in relation to customers.
Read more here about how corporate communication on social media benefits your business. Also, read more about how our team at Grønbech PR and communication advises and assists with your corporate communication on social media.
Social media creates corporate visibility
For small- and medium-sized enterprises and niche companies, social media is an effective channel for expanding the network, strengthening relationships and gaining attention. When you start working professionally with your company’s communication on social media, you are likely to experience that social media:
- Builds and strengthens your corporate brand
- Drives traffic to your website and newsletter
- Creates a platform of dialogue with your customers
- Demonstrates the result of corporate communication
- Enables you to make effective marketing on a small budget
Social media builds and strengthens your corporate brand
When content is liked and shared on social media, it spreads fast. In this way, potential customers are more likely to keep your company and its products and services in mind. That means your corporate messages will reach many more people, when your employees, customers, and business partners participate in spreading corporate messages.
That is exactly what Hf2net.dk experienced through our execution of a targeted campaign aimed at students and parents on Facebook. The campaign created abundant activity on Facebook through likes, sharing, and comments. The Facebook campaign led to 16,000 interactions and more than 7,500 visitors. Hf2net.dk aroused a significantly greater awareness among young students and their parents of the two-year HF, a special Danish two-year, high-school education.
Social media creates traffic on your website and newsletter
Linking to your website in a social media post increases the number of visitors to your website. For example, the company Fremtidens Fundament approached Grønbech PR and communication for assistance in creating links between the company’s website and social media posts. As a result, the company saw a significant increase in the number of visitors to its website. Through small stories on social media linking to the website, Fremtidens Fundament increased the number of visitors to more than 10,000 over the previous year. In addition, there were 400 new inquiries through the website’s contact form.
Social media provides dialogue with your customers
Social media enables you and your business to create successful interaction with your customers. There may be comments about your company’s cases, products, and services, with contests or opportunities to like, share, or comment on Facebook: all the things that create customer engagement. Engaging customers in your business on social media increases the likelihood of retaining existing customers and recruiting new ones.
This strategy has been used by DRYTECH when they marketed one of their offers online. Grønbech PR and communication helped them create personal stories on social media about happy customers, encouraging other customers to share, like and comment. By letting customers engage on social media, DRYTECH gained greater commitment and new customers.
Social media shows the effect of communication
Facebook, LinkedIn, YouTube and other social media platforms provide good statistics and tools to help company administrators understand how different content is performing and what interests your customers, collaborators, and employees. For example, you can measure whom your content is reaching and how they engage with different types of content. This provides a better starting point for more relevant and personal communication.
Social media facilitates effective marketing on small budgets
Through advertising on social media, you can direct your marketing at the most relevant audiences determined, for example, by gender, age, interests, industry and geography.
If you have not tried it before, you will probably be surprised how far you get on relatively small budgets.
For example, ITS Technology experienced that a single post on LinkedIn opened the doors to a large, new customer and significantly increased the number of followers on the company’s profile. Further, a Facebook campaign for Hf2net.dk used only 66% of the planned budget, while more than 600,000 people viewed the campaign.
Your employees’ involvement on social media
Social media is a major part of your employees’ everyday lives. Involving your staff as digital ambassadors can have a great impact on your company’s activities on social media. If your messages come directly from employees, there is a greater chance that they will be perceived as authentic, current, and credible.
In recent years, large Danish companies in particular have started working with employer advocacy. This means that your company workplace becomes visible on social media and that your employees become digital ambassadors for the company. They spread your messages through their own social media profiles by sharing, liking and commenting on your stories.
You can engage your employees through employer advocacy in many ways. For example, it is a good idea to involve the employees’ own networks when you need to recruit new employees and ask the employees to share or like the company’s job postings. You can also publish employee portraits as videos on your website and social media. In this way, employees share their workday, knowledge, and experience through videos, posting on social media, blog posts or a completely different content format.
A good example of how employees can help market the company can be found at Skou Gruppen. Grønbech PR and communication has helped Skou Gruppen produce a series of YouTube films, where employees tell about Skou Gruppen as a workplace. In addition, the films in our campaign on Facebook and LinkedIn create visibility and engagement, more followers to your profile and effective Employer Branding.
Guidelines for employees on social media
When it comes to social media, each employee is different and has different attitudes and habits. For most, there are also differences in how they act as private persons and how they act on social media in relation to their work.
Therefore, it is a good idea to formulate a set of guidelines for engaging on social media when at work. For example, your employee guidelines about the use of social media during working hours may answer the questions:
- Should employees be on social media during working hours?
- How should the employees relate to customers?
- Should employees write about your business?
- Can managers and employees be connected?
- Do the employees have a licence to criticise your company?
- How should employees react if customers or competitors criticise the company?
How to stay safe on social media
Are your employees, customers and collaborators active on social media? If the answer is yes, you and your company should also be present on social media.
Grønbech PR and communication provides professional advice to strengthen you and your company’s communication on social media. This applies to both scenarios: Either you are already well established on social media or you are going to launch your business safely on social media for the first time.
We help you create visibility with creative content that improves engagement across the online channels that are most effective for your business. We find and develop good stories, tell them and help you contact relevant customers, companies and collaborators.
How we develop communication for our customers on social media
At Grønbech PR and communication we help you and your business with:
- A social-media strategy
- Establishing and launching profiles and groups
- Continuous editorial development of content, operation, and optimisation
- Advertising, ad campaigns and video campaigns
- Online marketing, involving advertising on social media
- Recruitment through social mediacommitment, significantly more followers to the company’s profile, and effective employee branding