Maximizing the Power of Employee Chatter

Many companies know that employees make the best advocates when building a company’s image – what they may know be doing is using that to their advantage online.

social_networkingNew digital ad technology and software is helping plug workers into marketing strategies according to top ad industry experts. For example, LinkedIn introduced a new metric that scores how well content performs on the site – the Content Marketing Score – among other recent changes for business profile pages. From an AdWeek article, employees are now key to increasing this score, the more they post the better the content fares because shared content has the best chance of being seen on the platform, and gauges how well their messaging is faring compared to rivals.

Other factors in the CMS include how often a brand posts and its reach and engagement. As LinkedIn moves beyond 200 million users, the company is making numerous changes for business that could also mean major changes in social media message strategy. Not only do businesses need to redesign their LinkedIn profiles into portfolio pages, but now they need to reconsider how to use their employees’ profiles to benefit the company bottom line as well.

“It’s just good to keep folks inside a company engaged with what the brand is producing,” Percolate CEO Noah Brier said. “Ideally, if the brand is producing interesting content, it is a point of pride and also keeps them informed.”

Do you agree with LinkedIn business changes? How do you think the Content Marketing Score will affect message strategy across social platforms?



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About promotionalguru

A marketing communications professional helping other marketing professionals, business leaders and marketing students gain a better understanding of trends in advertising and public relations as well as tips for being a successful marketer.

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