We all understand the concept of scaling social media reach through employees. Employee advocacy has been a ‘thing’ for many years, but why then does it still feel like it’s in its infancy?
In this episode of the SOCIAL 3.0 podcast, I sit down with Kunal Gandhi, the global head of social at PwC, to get his real insights and experiences in what it takes to scale social media impact through employees.
Top 5 Takeaways:
Establish an Operating Model: Kunal emphasises the importance of creating an operating model that focuses on content, creative, and data. This three-pronged approach ensures that the content is relevant, the creative execution is engaging, and data-driven insights inform future strategies.
Prioritize Authenticity: Encouraging employees to share content in an authentic way that resonates with their audience is crucial. Kunal suggests providing guidelines and role models to help employees personalise the content while staying true to the brand's messaging.
Leverage Employee Advocacy: With a potential reach of 180 million connections through PwC's 360,000 employees, Kunal highlights the power of employee advocacy in amplifying the brand's message. Employees can not only extend the brand's reach but also build their personal brands and credibility.
Track Success Holistically: While tracking engagement metrics is essential, Kunal emphasises the importance of considering the broader impact of social media efforts. Success stories of winning clients and generating business through shared content reinforce the value of consistent and authentic social media engagement.
Embrace AI's Potential: Kunal is excited about the potential of AI to enhance the employee advocacy program. AI-powered content generation could help employees overcome the initial hurdle of crafting personalised and authentic social media posts, while also requiring strong AI prompt engineering skills.
Kunal's insights offer a comprehensive roadmap for businesses looking to leverage social media and employee advocacy to drive growth. By establishing a robust operating model, prioritizing authenticity, empowering employees, tracking success holistically, and embracing emerging technologies like AI, businesses can amplify their reach and build trust with their audience.
If you're inspired by Kunal's approach and want to learn more about scaling social media impact, you’ll enjoy the full episode of the Social 3.0 podcast. Don't forget to like, subscribe, and share this podcast with others who might find it valuable.
Scaling Social Media Impact Through Employees: Insights from PwC's Kunal Gandhi. [SOCIAL 3.0 Podcast S1. Ep4]