When working on the different sections of the social media marketing simulator one of the different kinds of advertisements that were available to post on the various platforms were employee testimonies on the company’s different products. These advertisement choices confused me. Why would an employee waste their time supporting the product they are around every single day? The only reason I could think of is that the bosses of the employees offered extra pay for participating in those kinds of advertisements.
Chapter 15 of “Essentials of Social Media Marketing” discussed
employee advocacy. How I read it was that businesses were trying to take advantage
of their employees without seeming like they were taking advantage of their
employees. The statistics the textbook presented about how the company benefits
from employee backed content did not seem that significant. For example Section
2 of the chapter states, “customers referred by an advocate have a 37% higher
retention rate.” Additionally throughout the chapter the textbook states that advantages
for employees to be part of an advocacy team is to be seen as leaders. I feel
that employees could achieve by other means that are more convenient for them
based on their schedule and work load they already have in the company. Getting
more money would be the only hook that would work on me to participate in
something extra for the company I already work for.
This chapter explained employee advocacy in a way that was
from a boss’ point of view. I personally would have preferred to see more
information about how a work of employee advocacy is actually done than read sections
of the chapter dedicated to strategies on how to keep the employees motivated
to continue to be a part of the employee advocacy team. Maybe my reaction is from
ignorance and sympathy but the simulation provided an easier understanding of employee
advocacy content than Chapter 15 did.
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