3 Ways Tech Companies Are Missing Out On Social Media

September 28, 2017News

The tech industry today is widely known for being at the forefront of innovation, where the business mavericks of the world thrive, disrupting traditional industries.

But in contrast, it’s these very companies that are risk-averse when it comes to social media, held back by the idea that what they don’t know can’t hurt them, when in fact, it’s that very concept that is keeping them from a greater, stronger presence online.

With that said, there is a massive opportunity for those digital mavericks to continue to lead the charge in innovation. Here are 3 ways that tech companies can make social media their strength.

1. Your employees’ voices are stronger and more trusted than your brand’s

As I speak with more social media managers at technology companies, one of the biggest challenges they face is formalizing the modern behaviors of their socially savvy employees.

They see a select group of their colleagues sharing company content to their personal networks and the engagement levels are significantly higher than their own brand channels when they post the same content. In fact, according to the MSLGroup brand messages shared by your employees are re-shared 24 times more than when they’re shared by your brand channels. Furthermore, your employees collectively have 10 times the network or audience than your brand channels do.

But without a process to formalize employees sharing on social, what does it mean for your company?

It means you’re missing out on a massive opportunity to increase the reach of your content, engagement, an entire network of trusted individuals, and a way to stretch those marketing budgets.

Think of it this way: tech employees are generally a socially savvy bunch. Your team might already be sharing on social. Why not incorporate this into their daily workflow?

2. The Great Decline (in reach on social media)

Furthering the changing dynamic on social media, Hubspot recently published an article reviewing the decline in organic reach on Facebook. I’ve summarized the decline in a short timeline below:

  • 2012: Only 16% of Facebook fans (on average) were seeing Page posts on their New Feeds
  • 2014: Organic reach hit a new low for Facebook Pages, dropping to a scary 6.5%
  • 2016: After studying the reach of 3000 posts on Facebook, it was determined that organic reach dropped another 52% between the months of June and July

What does this mean for social media marketers?

Well for starters, no one is seeing that great content online organically, and that truly effective organic marketing on Facebook requires a lot of support from your marketing budget. This can be a lot easier said than done for a lot of social media managers or teams who are still fighting for budgets and constantly demonstrating the value to their senior leadership teams, yet the majority of teams are still using this limiting strategy.

The question becomes: are we going to pay more for visibility on social, or are we going to put less focus on social in general?

Those running at the forefront are looking for better ways to make use of their dollars and get around the money pit that paid social is known to be.

3. Bringing in the Leads

Empowering your sales team – now that’s a significant opportunity marketers exploring employee advocacy don’t realize they’re missing out on.

B2B buyers are 57% of the way through the customer journey before speaking to a sales rep. As an Account Development Rep at PostBeyond, I know that struggle is real. By the time a prospect is in touch with us for our solution, chances are they already have an idea of what they want and the ROI they’re looking for.

So where do they find this information if they haven’t spoken with a sales rep?

On social media!

The buyer journey is mostly self-directed now, so there’s a huge opportunity for tech companies to get their content on social before their competitors do.

“Nearly 64% of advocates in a formal program credited employee advocacy with attracting and developing new business, and nearly 45% attribute new revenue streams to employee advocacy.” – Hinge Marketing

Your Sales Team is connecting with current customers, future customers and are your most active employees on social media, where they should be perceived as unquestionable leaders in their industry. The most efficient way to accomplish this at scale is to provide easy access to the powerful marketing material your team is producing and publishing to your brand channels and blogs.

By connecting Sales and Marketing with content you enable your people to establish themselves as thought leaders, advisors, social brand ambassadors and allow them to use content appropriately throughout the buyer’s cycle to help open more doors and close more business.

How are you capitalizing on these opportunities? Have you considered employee advocacy? If you haven’t, what’s stopping you? Comment below or shoot me a tweet @OmarPopat

Omar Popat

Author: Omar Popat

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