Number of social network users 2010-2018
It should also be taken into account that we spend more and more time on social media , sharing the most varied topics: from our interests, to what happens to us during the day, our emotions, and so on.
It follows that chatter will become hong kong telegram phone number list widespread. So what can companies do to control these non-institutional communications that sometimes concern them, especially if they are generated by their employees and could be perceived as institutional?
By outlining an internal Social Media Policy , that is, clear guidelines, to be shared within the company, to help their employees understand how to use social media correctly. The importance of the fact that, if a company's employees are satisfied, are involved and are appropriately informed, they will become natural ambassadors of the brand has already been underlined in the past : now is the time to take action to transform each of them into enthusiastic spokespersons for the brand and provide them with policies to follow on social media.
But if each company must identify its own Social Media Policy (which must be structured taking into account the economic sector in which it operates, its organization and its business) it is useful to analyze some case studies , to draw suggestions from how other companies have managed their Social Media Policy.
Let's start with PepsiCo. In Pepsi's "Global Code of Conduct" , aimed at regulating the behavior of its employees both inside the company and outside, it is written that employees are not authorized to release information about the company and must direct these requests to the figures in charge, and that the opinions they express on social media are strictly personal. This means that PepsiCo employees are not authorized to share information and news related to their business, not even with their family and friends.
On the other hand, a research conducted by PepsiCo in 2010 highlighted that 65% of employees were frequently questioned by relatives and friends about the activities of the company they work for: therefore, the need for their employees to respond at least to their loved ones was recorded, without contravening the strict internal policy. Pepsi took this problem to heart and, within a digital marketing strategy based on a more strategic use of social media, decided to send its employees a daily newsletter , with articles and information that can be directly and freely shared on social media through a simple click on thesocial sharing icons present in the email.
PepsiCo Newsletter
In this way, PepsiCo has provided its employees with information that can be shared with their loved ones and has produced a flow of “controlled” content , which is regularly disseminated on the web.
Although in the email sent, employees are not explicitly invited by PepsiCo to share information, the results obtained have been remarkable: the posts shared by employees have generated 30,000 views on the pages dedicated to the press and present on the institutional website, even if some news in the newsletter only concerned some limited geographical areas, such as the launch of a new product in Egypt, or the story of an award obtained by an employee.
In conclusion, the importance of employees as the first ambassadors of the brand is undeniable: it is necessary to involve them, talk to them, train them adequately and leave them free to share the company brand on social media, allowing them to tell it from their point of view. The results obtained by the company in terms of brand awareness are undeniable.