Say you are in the market for a new car. Who do you consult for car buying advice? It is likely you go to a family member or friend that is auto-savy. They can tell you everything they know about car companies, makes, and models. Inadvertently, your friend is a brand advocate for the car they end up recommending. This is more powerful than any advertising campaign because your friend or family member is a source you believe is trusted and credible.

Brand advocates are essential to success. Who is advocating for your brand? Advocates give their friends, families, and colleagues advice. Companies should always be looking for brand advocates.  Often, the most obvious brand advocate gets overlooked – the company’s employees. Recall in the scenario above you went to your auto-savy friend for car buying advice because they are knowledgeable about the field and you trust them. In the same sense, it is likely your employees know more about the company and the brand than anybody else. In other words, your employees are credible sources and experts in the field. Whether you sell shampoo, vitamins or windows, use their knowledge. Position yourself on social media as an expert in your field, where friends and followers can come to for useful information about your product or service in general (not just specifically about what you are selling).

When you are stuck for content to post, it is a great idea to use your employees as a social media resource. Ask them how conversations go when they are discussing work with a person they just met.  Is the new person interested in your employee’s profession? What kind of follow up questions do they get about your field? Has your employee encountered any general misconceptions about your field?  The answers to these questions should be shared on social media and used for blog content. Ultimately, share these conversations on your social media sites.

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