Social Listening: Connecting With Employees Online

How to Create and Utilize Social Listening Between Your Company and Your Employees

Marketers know how engaging customers through social media is critical in today’s digitally saturated world, but few companies capitalize on the opportunity to improve employee engagement through this medium. If you’re not using social media to engage your employees, you’re missing out on a key opportunity to strengthen communications with them through a platform they are already comfortable using. Plus, union avoidance online begins when companies confidently create communication avenues between employees and managers using social media.

Get Employees Talking

Gallup reports dismal employee engagement findings, which may be due in part to how companies fail to engage employees in ways that suit them. Furthermore, many employees are largely unaware of their company’s online branding strategies. First, train employees in branding and professional social media marketing. Then, give employees creative projects that allow you to get to know them via social media — publishing updates, photo albums from company events and blog posts about relevant current events can open up new avenues of lively communication. Employees won’t feel like communicating is a chore if they’re engaged and encouraged to express themselves.

Utilize Private Groups

Private Facebook groups are a simple way for team members to get to know each other while maintaining brand privacy and professionalism. Private groups also serve as an effective way to distribute information to those employees who may miss or forget important announcements made in person or through email. Instead of feeling overwhelmed by constant messages, employees can log on to revisit and digest posted information when it’s convenient for them.

Expand Your Company Network

Another way of creating new communication avenues is to establish a three-way relationship between management, employees and outside influencers. By making your most interested employees brand ambassadors, you open the door for them to forge connections naturally outside the company. In turn, this can lead to new relationships with outsiders who may be complementary assets to your organization.

These are just a few of the ways to create new communication avenues through social listening with employees and social media. You can also use it to manage day-to-day communications and propel change initiatives in a way that helps employees feel empowered and involved.

About the author

Walter Orechwa

Walter is Projections’ CEO and the founder of UnionProof & A Better Leader. As the creator of Union Proof Certification, Walter provides expert advice, highly effective employee communication resources and ongoing learning opportunities for Human Resources and Labor Relations professionals.