Companies should pivot their employees as brand advocates to build consumer trust

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 18, 2019, 12:37 PM UTC

Utilising employee networks can help brands create efficient brand advocates on social networking sites.

Identifying brand advocates within employees or consumers can help create brand representatives and build consumer trust. Encouraging employee advocacy can further help brands utilise their networks for effective social media marketing.

Brands should create a centralised platform to monitor their advocate’s activities while allocating them content for a consistent brand message. This piece notes that marketers should identify key brand advocates within their staff and provide them with guidelines on how to share the company’s content.

The author contends that encouraging employees to share third-party content further allows brands to appear neutral while increasing their own content’s reach. Measuring and showing all the marketing efforts from advocates can help brands keep them engaged and build customer loyalty.

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