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The Explosion of Social Amplification in the Workplace

Three years ago, you may have quickly minimized a Facebook browser page on your computer as a coworker walks by, reserved a quick trip to the bathroom as time for scrolling your Twitter feed or feigned “taking a call” outside so you could peruse Pinterest and Instagram.

However, that’s changed in recent years as companies are increasingly turning to their own employees to spread their message on social media. Nearly 80% of businesses have a dedicated social media team; however, many still struggle to reach their target audience with their message. One way to combat this issue is by tapping into employees and using them as a social amplification tool. Employee social advocacy programs encourage employees to share updates about the business on their own social media accounts and even incentivize them for doing so. Such programs have grown by more than 190% since 2013 and are expected to grow by nearly 400% this year alone. Imagine getting a $50 gift card to your favorite coffee shop just for sharing updates about your cool company to friends and family? Not a bad trade-off, huh?

When done correctly, the payoff of employee social advocacy programs can be quite impressive for the sponsoring companies. Not only does this practice expand a business’ social reach dramatically, but the posts also see considerably better results. In one study, business content shared by employees received eight times more engagement when compared with content shared through brand channels alone. That’s a significant difference! Many tech companies have started to take notice and are testing or rolling out social networks specifically for the workplace; Facebook unveiled “Facebook at Work” last year.

With smartphone users accessing their Facebook account on average 14 times a day for 32 total minutes, it’s no wonder businesses are clamoring to take advantage of some of that screen time. So, stop hiding your social feeds at work and start getting your share on! Show your company how vital of an employee you can be. I’m sure the recognition and earned rewards that follow will just be the icing on the cake.

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