Social Media Guide for Employees & Brand Ambassadors: A Two-Part Series Introduction

Social media brings millions of social users, brands, businesses, and communities across the world together to share information, news, interests, and other facets of life in a matter of seconds. No longer used only for personal enjoyment, social media has become completely ingrained into our way of life as a society. Information is accessible via the touch of a fingertip, which is why it has become so crucial for brands and businesses to be part of this massive online community.

Since finding the value in social media, brands and businesses have taken social platforms by storm.

In fact, 92% of B2B marketers in North America use social media as part of their marketing strategy.

It’s important for brands to create and be a part of relevant conversations on social, and pay close attention to what’s happening within their audiences online. To do this, you must have a well thought out and clearly defined social media strategy.

Don’t have one of those? Don’t worry, we’ve done some of the baseline work for you. Download our Social Media Strategy Guide here.

So, who are the individuals that should create social posts about your brand or business? Outside of your traditional marketing team, your own employees make great brand ambassadors.

That’s right, your own employees are wonderful assets that can accurately and professionally promote your business to others who may be unfamiliar or have little information about it. These employees work day in and out for your business, so it makes them the perfect resource. They’re already knowledgeable about the brand, the mission, and what the business offers.

smiling employees brand ambassadors social media
Outside of your traditional marketing team, your own employees make great brand ambassadors.

For this reason, TM has created this Social Media Guide for Employees & Brand Ambassadors two-part series. The complete series serves as a resource for businesses to guide employees who want to help out on social media when they can, even if that means they’re only posting or mentioning your business every once in awhile.

Throughout this guide, TM will share basic information about Facebook, Twitter, Instagram, and LinkedIn, along with best practices and posting tips.

9 Best Practice Tips for Social Media 

There are some great general best practices that employees should adhere to before crafting social media posts for, or about, their employers. We’ve found that the 9 best practices below work best in our own agency, too.

1. Be Professional

Employees can be crucial brand ambassadors that expand brand awareness about your business. When employees post about your business, they should speak in a professional tone that upholds that brand’s standards and mission.

Employees should use social platforms appropriately and accordingly. Never post personal information to your brand’s account or negatively rant about day-to-day activities in the workplace.

facebook social media guide
The best way to create engagement for a brand’s audience is to provide relevant brand information. If you’ve identified certain employees as brand ambassadors, make sure they post content that speaks to the brand’s mission, services, or products.

2. Be Aware

Social media instantly shares information to thousands of individuals at any given moment. Employees should ensure they are posting the correct information to the right account before publishing.

We recommend having a second pair of eyes look over any post before publishing. Nothing is more embarrassing than finding out the wrong photo has been shared, or what’s been posted simply isn’t accurate.

3. Take Responsibility For Posting Mistakes

We’re all human and we all make mistakes, especially online. If a mistake happens, employees should always take responsibility and quickly make it right.

4. Be Relevant

The best way to create engagement for a brand’s audience is to provide relevant brand information. If you’ve identified certain employees as brand ambassadors, make sure they post content that speaks to the brand’s mission, services, or products.

5. Be Conversational

Social media is simple – it’s a large conversation taking place over different platforms and through audiences around the world. Every day, social users read and engage with posts from various brands.

To create conversational content, employees or brand ambassadors can choose many ways to start conversations. They can ask questions, share company quotes, include statements by the company’s CEO, or even share statistics about the business itself. The list goes on and on – as long as it’s been approved by your business, of course.

One of the best ways to develop great social content is to incorporate a storytelling method. Storytelling will bring the brand’s content to life, and it’s an easy thing to teach your employees who have made themselves stand out as brand ambassadors.

  • Use the brand’s personality and tone to communicate the intent effectively.
  • Use plain language and avoid technical terms, acronyms, and jargon.
  • Create open-ended captions that invite social users to answer questions, share thoughts, or simply interact with the brand itself.

6. Add Value Wherever You Can

It’s important to let social users see the value that your brand brings to social media. Brands can add value by sharing industry tips, advice, and employment and volunteer opportunities.

This kind of content is perfect for employees to share!

7. Add Location Tags

Social media posts that include location tags bring more awareness to the brand. By tagging your business location, it’s another chance to drive your business name home and make it stick into the minds of social users.

8. Spelling and Grammar

Social posts should always be free of spelling and grammatical errors. Brands lose credibility when there are mistakes, so make sure each post has:

  • Great structure
  • The appropriate brand tone
  • A clear message
  • Relevant photos or videos

Don’t share anything that’s too outdated, unless you’re doing a #tbt post.

9. Be Intentional

Lastly, brand ambassadors and employees should be positive when posting about your business. Brand ambassadors should post quality content that resonates with its audience, and not to merely post for the sake of it.

Employees should always be cognizant when they post about your business. When they post, they’re automatically making themselves a brand ambassador. Remember anyone outside of your business will have the perspective that an employee is a representative of your business. Making sure employees post with positive intent is always a top priority.

In the next post, we’ll talk about Posting Tips for Facebook, Twitter, Instagram, and LinkedIn.

Don’t forget to download your FREE Social Media Strategy guide!

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