1: Decide What to Share and Who to Share it With
The main goal behind a network of social advocates is to have this network of peers ready to share your content, ultimately expanding your overall reach.
First, you need to decide what content you want your network to share. Develop some goals such as the following examples:
You want to promote your brand so your business stays top of your client’s mind. Save your strongest content to send to your advocate employee network a little less frequently. For an idea of what content works best, take a look at the original content you’re currently posting and see what your target audience responds to the best and most readily.
You want your business to be seen and recognized as a leader in your field. The content you send to your network of advocate employees should be a daily array of original and third-party content that will promote engagement in industry discussions.
Next, you need to figure out how often you can send content to your social advocates. Your core marketing team will provide all original and third-party content for advocates to share at first. Once your network develops, you’ll be able to deliver more content.
2: Make It Easy for Advocates to Share Content
There are two methods to deliver the content you want shared to your social advocates:
First, you can simply post the content on your business web page and then email links for the posts to your advocate network. Ask advocates to share the content and to feel free to add their own take to tailor it for their own audience. You may include sample tweets or posts for more guidance. This method has the benefit of naturally increasing engagement for your main social media platforms.
The second method is to use an automating service such as Circulate.it. Upload your links into Circulate.it and the program will automatically send an email to your advocates on the days and times you choose. Advocates can share your content to Twitter, Facebook, or LinkedIn.
3: Expand Your Content Creation Team
Once your internal team members get familiar with the process, you can assign larger roles to key members. Ask them to find links to third-party content similar to the content you’re already posting. Each team member should submit a minimum number of links per day, to maintain a consistent flow. Askthem to email you links as they find them or load them to your automated delivery tool for you to review before they are sent.
This method generates a lot more third-party content for you to share. It is a great way to fortify the content you post to your main social media platforms.
4: Scale Your Network of Advocates
Once you have your first batch of contributors in place, you can start to look for your own advocate network:
- Do you have separate departments in your business you can reach out to?
- Are there industry specialists who might want to take part in your advocate network?
- Do you have loyal followers on your current social media platforms who consistently share your content already?
Invite these people to take advantage of the content you produce by signing up to receive and share it.The bigger your advocate network is, the larger the reach of the content you’ve asked your advocates to share.
Most social media managers use a combination of original brand content and content from other sources on their social media platforms. The more content creators you have, the more original and third-party content you’ll have for your mainsocial media platforms as well.
If you start your own advocacy system, you may never have to find outside content again. You can simply curate it from your peers!
What are your thoughts? Do you want to create an advocacy network for your business? Please share your suggestions in the comments below.