Back in the day, social media policies were simple and followed one of two patterns: either tell employees not to speak about the organisation online at all or allow employees to talk online with strict and inflexible guidelines. In practice, both approaches rendered employees’ online communication about the company they worked for non-existent or worse, inauthentic and impersonal.
Big names like GE, Dell, L’Oreal have realised they have a ready-made set of brand and product experts eager to share online. What was lacking before was the means for brands to facilitate this at scale, measure the activity and manage risk. Not so in 2017.
The power shift to employees over the past two or three years has been seismic and employee advocacy has come of age – but how are the most successful brands using it?