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Employees: The #1 Social Business Asset

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Rachel MezzatestaGuest Post by Rachel Mezzatesta. Rachel is Co-Founder & CEO at Socially Savvy. You can connect with Rachel on LinkedIn or Twitter.

When attempting to accelerate innovation, productivity, and communications in social business efforts, firms need to put their employees first.

The social employee represents the company and amplifies, advocates for and influences the brand voice in all its social profiles. Leveraging this asset and focusing on social business adoption across the enterprise is a strategic differentiator that starts with the employee’s individual brand.
Employee Advocates


The consumerization of social media was triggered by the founding of social engagement platforms like LinkedIn (2002), Facebook (2006), and Twitter (2008). Communities, blogs and other online platforms allow an individual to grow an audience and advocate and influence outcomes like never before. What were once considered private experiences are now widely sharable. However, as openness and transparency have become the norm, the same cannot be said of the business context for the social employee.

Compelling Social Business Statistics (wersm)

  • Only 2-8% of employee social networks overlap with brand networks.
  • Leads developed through employee social marketing convert 7 times more frequently than other leads.
  • 15% of people trust recommendations from brands, 84% trust recommendations from people they know.
  • 70% of customer brand perception is determined by experiences with people.
  • Sales representatives using social media outsell 78% of their peers.

The Employee Social Moment: The moment when an employee realizes that social business is mainstream and integral to his or her future professional success. – Socially Savvy

Social Media Advocacy Model


Take Aways

  • Social media skills enhance the employee experience and add efficiency to the brand message as the sum of the parts advocate and influence for the whole – make the investment in social media training and individual brand building for your employees.
  • Employees will experience social business and the collaboration in different ways – make transparency, employee empowerment and authenticity core traits of your social business program and evolution to ensure success.
  • Leadership by example and communication by the leadership team and social media advocates will go a long way toward uniting and fostering engagement with the corporate employee team.