Tips and Tricks to Rolling Out An Employee Advocacy Program on Social Media w/Sarah Goodall

WEBVTT 1 00:00:00.040 --> 00:00:00.660 Yeah, 2 00:00:02.540 --> 00:00:02.740 yeah. 3 00:00:05.740 --> 00:00:09.940 Welcome back to BBB growth. I'm dan Sanchez with sweet fish media and today 4 00:00:09.950 --> 00:00:15.290 I'm here with Sarah Goodall. Who is the ceo of tribal impact Sarah, welcome to 5 00:00:15.290 --> 00:00:19.500 the show. Thank you very much. Thanks lovely to be here. So something we've 6 00:00:19.500 --> 00:00:22.960 been doing that Sweet fish media for probably over a year now is what we 7 00:00:22.960 --> 00:00:27.790 call our sweet fish evangelist program. Right? But we're having employees out 8 00:00:27.790 --> 00:00:32.590 on linkedin all the time. We even help, we onboard them, we create content for 9 00:00:32.590 --> 00:00:37.370 them. We work with them individually as like many influencers on social media 10 00:00:37.370 --> 00:00:41.370 and it's been great for sweet fish. But sometimes, and most marketers know, 11 00:00:41.370 --> 00:00:43.640 it's kind of like when you got something good going on, sometimes you 12 00:00:43.640 --> 00:00:47.680 want to see like, what else are other people doing in this space? Are we 13 00:00:47.680 --> 00:00:50.690 getting everything we can out of this? Are we missing something? I was like, 14 00:00:50.690 --> 00:00:54.250 do we have some spinach stuck in our teeth? Um, and that's when I bumped 15 00:00:54.250 --> 00:00:57.740 into Sarah on linkedin when she was talking about how she does this with 16 00:00:57.740 --> 00:01:01.580 her, her clients And I was like, oh my gosh, I need to have Sarah on the show 17 00:01:01.590 --> 00:01:06.520 to tell not only me, but our listeners what she's doing with their clients, 18 00:01:06.520 --> 00:01:11.280 just to kind of compare notes and see what I can learn what we can learn from 19 00:01:11.280 --> 00:01:16.760 Sarah together as far as how to create uh, employee advocacy programs on 20 00:01:16.760 --> 00:01:20.360 social media probably not just limited to linkedin. But though if you're a B 21 00:01:20.360 --> 00:01:24.310 two B company and listening to the show, Lincoln is probably a big thing for you. 22 00:01:24.320 --> 00:01:29.290 So Sarah I wanted to talk a little bit and kick it off with how did this even 23 00:01:29.290 --> 00:01:34.660 become like a thing for you to focus on your whole, your whole company? Yeah, 24 00:01:34.670 --> 00:01:38.520 it's a good question actually and on reflection, it's quite an interesting 25 00:01:38.530 --> 00:01:43.590 way. I fell into it. I used to work for a global software company called ASAP 26 00:01:43.610 --> 00:01:47.570 and there I focused on their social media channels so it's very much B two 27 00:01:47.570 --> 00:01:52.670 B and it happened about when was this? 2000 and nine? 2000 and 10. So it was 28 00:01:52.670 --> 00:01:56.220 all kicking off and and I really remember quite distinctively walking 29 00:01:56.220 --> 00:01:59.720 into the office one day and going, you know, I wonder what all these twitter 30 00:01:59.720 --> 00:02:03.580 stuff is, you know how it plays into business. Ah That's just for 31 00:02:03.580 --> 00:02:07.890 celebrities and I'm like I don't think it is, I don't and and it kind of 32 00:02:07.890 --> 00:02:11.470 started there so I I fell into a role where I was managing the social media 33 00:02:11.470 --> 00:02:14.980 channels and that's when I realized that actually whilst I was managing 34 00:02:14.980 --> 00:02:18.960 them for a mere I wasn't actually following them because I was more 35 00:02:18.960 --> 00:02:22.210 interested in what my colleagues were saying on social than what the brand 36 00:02:22.210 --> 00:02:27.240 was actually saying on social and that's where I had my twig moment and I 37 00:02:27.240 --> 00:02:30.950 thought, hold on this has got legs actually if you put employee voices in 38 00:02:30.950 --> 00:02:35.640 front of the logo, that's when that's when a brand becomes comes to life and 39 00:02:35.640 --> 00:02:40.420 it becomes more authentic. And I just pursued that within S. A. P. And then I 40 00:02:40.430 --> 00:02:45.860 about 767 years ago I took voluntary redundancy and started tribal to focus 41 00:02:45.860 --> 00:02:50.410 on it. So that's how I fell into this. That's amazing. So you were actually 42 00:02:50.410 --> 00:02:55.650 doing it for S. A. P. First getting employees involved. How early was that? 43 00:02:55.660 --> 00:02:59.850 So that would have been I would have started this in about 2012, something 44 00:02:59.850 --> 00:03:03.800 like that. So years and years ago. So I've been on this right from the start 45 00:03:03.800 --> 00:03:08.540 when advocacy wasn't even the thing, you know? So so yeah it was great and I 46 00:03:08.540 --> 00:03:14.450 love it because it touches employees voices, it helps employees and activate 47 00:03:14.450 --> 00:03:18.540 their own personalities on social media and it is for the benefit of the 48 00:03:18.540 --> 00:03:22.270 business and it's a topic that I love. So you know it's a bit of a win all 49 00:03:22.270 --> 00:03:27.220 around really. So absolutely 2012 man, that's early. I mean I was in social 50 00:03:27.220 --> 00:03:30.030 media, I was like one of the early people are people like you get paid to 51 00:03:30.030 --> 00:03:34.590 work with the twitters right back in 2010, right being one of those first 52 00:03:34.590 --> 00:03:40.270 social media people. Um but I I didn't even get involved in helping employees 53 00:03:40.270 --> 00:03:44.320 become a voice until like way later maybe. I mean pretty much until until I 54 00:03:44.320 --> 00:03:48.500 started working with Sweet fish. It was very much about the brand and honestly 55 00:03:48.500 --> 00:03:52.930 I was fairly unsuccessful. I was pretty much successful with all the other 56 00:03:52.930 --> 00:03:55.680 digital marketing media and social media was kind of like, why isn't this 57 00:03:55.680 --> 00:03:59.940 working? And then once I discovered working with people, I'm like, man, 58 00:03:59.950 --> 00:04:02.910 it's true, people like working people like interacting with people more than 59 00:04:02.910 --> 00:04:05.650 they like interacting with brands. Not that it's impossible to win there, I 60 00:04:05.650 --> 00:04:09.750 just couldn't get it to work. But clearly, I think it's a, it's much 61 00:04:09.750 --> 00:04:13.610 easier to get involved when you're working directly with people. Well, I 62 00:04:13.610 --> 00:04:17.420 think to that point, sorry, socialism is a conversation, right? You talk with 63 00:04:17.430 --> 00:04:21.670 people, you talk to it, it's the same on social media and people don't often 64 00:04:21.670 --> 00:04:26.310 talk to logos, they talk to the people behind the logos and social media is no 65 00:04:26.310 --> 00:04:30.730 different forum community. It's where those conversations happen and the more 66 00:04:30.730 --> 00:04:35.030 eyes on is that you have on social media as a brand, the better it is for 67 00:04:35.030 --> 00:04:40.490 the brand. So why wouldn't you do it? Yeah, I could think of like the half 68 00:04:40.490 --> 00:04:44.740 dozen times I've tweeted at a brand and it's usually to complain. Yeah, well 69 00:04:44.750 --> 00:04:50.010 exactly, West, why did you write that would be about it? You know, some 70 00:04:50.010 --> 00:04:53.400 brands though, they do have really good personalities. There's a drinks brand 71 00:04:53.400 --> 00:04:57.550 here in the UK called innocent smoothies and their twitter handle is 72 00:04:57.560 --> 00:05:01.350 hilarious, but it is a consumer brand, they can get away with cheeky tweets, 73 00:05:01.350 --> 00:05:06.230 you know, um and it has personality, so some brands can get away from it, but 74 00:05:06.240 --> 00:05:10.360 when it's in B two B you've got to get your experts in front of your Locos. So 75 00:05:10.740 --> 00:05:14.020 yeah, it just makes so much more sense for me to be to activate the employees. 76 00:05:14.030 --> 00:05:16.850 And I think they're gonna be probably something there for the logos. But 77 00:05:16.850 --> 00:05:20.840 let's jump into the employees. One of the things that people have asked us 78 00:05:20.840 --> 00:05:24.690 like how how do you get this? How do you get employees involved? We tell our 79 00:05:24.690 --> 00:05:30.180 employees all the time to be on social, but they rarely do. So I find that 80 00:05:30.180 --> 00:05:32.620 that's probably one of the biggest hurdles people have with getting, 81 00:05:32.620 --> 00:05:35.340 getting this thing started there. Like how come none of my employees do it. We 82 00:05:35.340 --> 00:05:38.660 tell them all the time. So what do you do when you're working with clients in 83 00:05:38.660 --> 00:05:44.020 order to incentivize employees or cast vision or essentially how do you get 84 00:05:44.020 --> 00:05:50.020 them going? Yeah. So engaging employees in an advocacy program is it is a very 85 00:05:50.020 --> 00:05:53.350 fine line, right? Your employees don't want to be robots. They don't want to 86 00:05:53.350 --> 00:05:56.930 tweet out and share on linked in all the same content that appears are 87 00:05:56.930 --> 00:06:02.260 sharing. It is it is very centered around culture. And I know this is 88 00:06:02.260 --> 00:06:05.890 quite difficult, but you know, employees won't love your brand unless 89 00:06:05.890 --> 00:06:09.720 they love your culture and they love working for you. So a good first step 90 00:06:09.730 --> 00:06:13.930 is to take a look at that, right? How how engaged your employees and a this 91 00:06:13.930 --> 00:06:17.520 and a disengaged workforce is not going to advocate for your brand. Right? So 92 00:06:17.520 --> 00:06:21.510 you got, it starts with culture now I can't fix that. I'm not a culture 93 00:06:21.510 --> 00:06:24.480 specialist agency. That's not what I'm all about. Activating the employee 94 00:06:24.480 --> 00:06:28.710 voices that are ready to be activated and there's the key right? So you can't 95 00:06:28.720 --> 00:06:32.460 you can't force people to do it. You can't put it in their Kpi is you know 96 00:06:32.460 --> 00:06:36.560 it's not it's not going to generate an authentic engagement on social 97 00:06:36.560 --> 00:06:40.320 platforms. So I get a bit cringe when people say oh that's all right we'll 98 00:06:40.320 --> 00:06:44.530 just put it into their goals. Don't do it, don't do it. Um I always say work 99 00:06:44.530 --> 00:06:47.600 with the ones that are ready. You know you take them in cohorts, this is like 100 00:06:47.600 --> 00:06:52.300 a cultural shift. It's a it's a transformation, you're not going to do 101 00:06:52.300 --> 00:06:55.720 one training webinar and everyone is converted into social ambassadors 102 00:06:55.720 --> 00:07:00.330 overnight. Doesn't happen. So don't try it. Take the ones that are ready to 103 00:07:00.340 --> 00:07:04.510 work with them, they'll inspire the next generation to come through. And so 104 00:07:04.510 --> 00:07:07.620 it happens and give it two or three years suddenly you've transformed your 105 00:07:07.620 --> 00:07:12.520 culture and this this is how typically it works with large global customers. 106 00:07:12.530 --> 00:07:17.570 So okay so that makes a lot of sense. Start just look for the hand raisers. 107 00:07:17.570 --> 00:07:22.140 The people that are ready to go what are you exactly saying and casting out 108 00:07:22.140 --> 00:07:25.950 to them for the hand raisers to even respond to. Well I think a lot of it is 109 00:07:25.950 --> 00:07:29.820 about if you invest in them, they'll want to put in some effort. So when you 110 00:07:29.820 --> 00:07:32.370 explain to them, it's like we're going to help, you were going to support, you 111 00:07:32.370 --> 00:07:36.630 were going to educate you, enable you train you, the company wants brand 112 00:07:36.630 --> 00:07:39.930 ambassadors, if you're willing to go for it, we'll support you on your 113 00:07:39.930 --> 00:07:43.140 journey and those people will raise their hand, they say, yeah, okay, I'm 114 00:07:43.140 --> 00:07:47.160 curious, I'd like to know a bit more, I want to get my confidence, you invest 115 00:07:47.160 --> 00:07:50.560 in them and then the rest the rest will eventually follow, but in their own 116 00:07:50.560 --> 00:07:54.730 time, I think really appreciating the employees, they move at different paces. 117 00:07:54.740 --> 00:07:58.810 They start from different places, you know, you've got a quite a complex 118 00:07:58.810 --> 00:08:02.940 arena with different generations within the workforce, different understandings 119 00:08:02.940 --> 00:08:07.010 of social media, you layer that on top of each other. Suddenly you've got very 120 00:08:07.010 --> 00:08:11.740 complex environment, but on the incentives point the whole, you know, 121 00:08:11.750 --> 00:08:15.950 if you share five posts, you'll get some amazon vouchers that doesn't work 122 00:08:15.950 --> 00:08:19.620 either. You know, it doesn't comfort. It comes from a place of click click 123 00:08:19.620 --> 00:08:24.110 click rather than I am I doing the right thing by my brand by their brand, 124 00:08:24.110 --> 00:08:28.300 by the company brand, you know, so don't incentivize on clicks or 125 00:08:28.300 --> 00:08:33.950 engagements or you know, just just steer clear of those short term embrace, 126 00:08:33.960 --> 00:08:38.000 you know, quick winds, those sort of employees that want to advocate for 127 00:08:38.000 --> 00:08:41.690 your brand, they're the sort that just get they love the quds? They loved the 128 00:08:41.690 --> 00:08:46.430 spotlight, they love more enablement and training and you know remember ASAP 129 00:08:46.430 --> 00:08:50.290 actually sorry, I'm just winding on about this but remember S. A. P we 130 00:08:50.290 --> 00:08:55.680 found our community of top ambassadors. We invited them to our Sapphire now 131 00:08:55.680 --> 00:09:00.760 show and became employee reporters. They loved it. You know? So this is 132 00:09:00.940 --> 00:09:05.180 this is the way to activate employees and incentivize them. Not not ipads and 133 00:09:05.180 --> 00:09:10.230 amazon vouchers. So something we've done it. Sweet fish is first we kind of 134 00:09:10.230 --> 00:09:13.570 like lead from the front. So like we actually did it and the leadership team, 135 00:09:13.580 --> 00:09:17.130 like a number of leaders did it. I was active on it and then we kind of pitch 136 00:09:17.130 --> 00:09:21.650 to them like, hey, like this is for your personal brand as and you get to 137 00:09:21.650 --> 00:09:25.200 take this with you. Yes, you can build up a big following and then take that 138 00:09:25.200 --> 00:09:28.670 following with you. We're looking forward to that. Like we want to do 139 00:09:28.670 --> 00:09:32.100 that. We would there would be nothing happier for us than for you to build a 140 00:09:32.100 --> 00:09:35.370 following and leave because someone offers you a much better job somewhere 141 00:09:35.370 --> 00:09:39.050 else. That would be a huge success for us. I don't know, like so were we 142 00:09:39.050 --> 00:09:42.360 always emphasize like building their personal brand? I don't know, do you 143 00:09:42.370 --> 00:09:47.400 emphasize for companies to like request that they advocate for the company a 144 00:09:47.400 --> 00:09:49.890 certain amount or you just kind of leave that open ended right now, I'm 145 00:09:49.890 --> 00:09:55.080 just kind of like I don't even ask you leave it open? It's about their brand, 146 00:09:55.080 --> 00:09:58.210 it's about the employee voice. Do you know what? There are a lot of leaders 147 00:09:58.210 --> 00:10:01.650 have trouble with that down, you know because they feel a bit like why why 148 00:10:01.650 --> 00:10:04.580 would we train our employees to build their brands so they leave and I'm like 149 00:10:04.580 --> 00:10:08.650 well they'll build their brand anyway and leave anyway, you're gonna have to 150 00:10:08.650 --> 00:10:13.610 embrace this and and deal with that and this is where it's tied to culture, you 151 00:10:13.610 --> 00:10:16.930 know create a culture in an environment where they don't want to leave and 152 00:10:16.940 --> 00:10:20.970 that's the key, yep. Absolutely. I mean if you're starting with a good base of 153 00:10:20.970 --> 00:10:25.360 like hey your employees actually like like working there and they like you 154 00:10:25.360 --> 00:10:29.790 and the company then like this is actually more of an incentive to stay 155 00:10:29.790 --> 00:10:32.550 because how many other companies are going to invest in their personal brand? 156 00:10:32.550 --> 00:10:38.680 Hardly any. Right. Yeah. Yeah. So something I've rested with yeah 157 00:10:38.690 --> 00:10:42.700 encouraging them to build their brand of which is connected to the employer 158 00:10:42.700 --> 00:10:47.810 brand. For sure. So yeah it's good. I mean if we're thinking we could just 159 00:10:47.810 --> 00:10:50.580 retain people forever. I think we're kind of lying to ourselves, right? I 160 00:10:50.580 --> 00:10:53.150 mean even in let's just look at marketing right? B. Two B. Marketing, 161 00:10:53.160 --> 00:10:56.760 that's what the that's what the show is about marketers are like jumping every 162 00:10:56.760 --> 00:11:00.530 year and a half they do they do that's just that's just normal now, it is. So 163 00:11:00.530 --> 00:11:03.890 what are you thinking? You can hold on to them at least build them a platform, 164 00:11:03.890 --> 00:11:06.290 they're probably going to be more likely to stay because nobody else is 165 00:11:06.290 --> 00:11:11.640 doing it right. So yeah, and I always think, you know, my role as the ceo is 166 00:11:11.640 --> 00:11:15.390 that you know, I I accept not people, people don't stick around forever, but 167 00:11:15.390 --> 00:11:19.300 as long as they leave, having learned something and grown, I'd be happy, 168 00:11:19.300 --> 00:11:24.050 right? I've done my role and and it's led them to greater things, super, you 169 00:11:24.050 --> 00:11:28.550 know, have a great day and enjoy it because I think that that's all you can 170 00:11:28.550 --> 00:11:32.810 ask right, is that you can help people grow and learn. Um but if you go into 171 00:11:32.820 --> 00:11:38.530 the whole social advocacy experience with closed arms and building walls and 172 00:11:38.530 --> 00:11:43.470 we don't want people to leave, it's the wrong mindset from the start, it's 173 00:11:43.480 --> 00:11:48.670 definitely wrong. So, so you can have an idea of how we're getting started, 174 00:11:48.670 --> 00:11:53.010 we're finding the hand raisers, what do you do for on boarding them? Do you 175 00:11:53.010 --> 00:11:56.170 just say have at it or do you like walk them through a process as their 176 00:11:56.170 --> 00:12:00.880 training? How do you help your clients on board their employees? Yeah, there's 177 00:12:00.890 --> 00:12:05.150 there are several things that you can do. I mean, one absolutely. First off 178 00:12:05.150 --> 00:12:09.930 is to understand risk. Okay, so you have to sort of sheep dip them into 179 00:12:09.940 --> 00:12:14.030 understanding the mistakes that you can make. The human errors, not to pick 180 00:12:14.030 --> 00:12:17.560 fights, the kind of content that you shouldn't be sharing? Even little 181 00:12:17.560 --> 00:12:20.790 things like location text? So when you're out and about traveling to 182 00:12:20.790 --> 00:12:24.590 customer sites and you're tweeting and it's tweeted with the location tag you 183 00:12:24.590 --> 00:12:28.540 potentially giving away competitive information there. So just little 184 00:12:28.540 --> 00:12:31.740 things like that you're going to an event, you take a picture of the room, 185 00:12:31.750 --> 00:12:35.510 take it from back of heads. There are little things that people don't 186 00:12:35.520 --> 00:12:39.170 necessarily understand how to behave on social. Some people don't want to be in 187 00:12:39.170 --> 00:12:43.330 a photo. So think about these things when you share them. So I think first 188 00:12:43.330 --> 00:12:46.630 and foremost is not to frighten them off, but to really educate them about 189 00:12:46.630 --> 00:12:50.870 the risks on social, but equally the opportunities that social presents and 190 00:12:50.870 --> 00:12:54.360 that's the reason they're on this program. Now, it often depends whether 191 00:12:54.360 --> 00:12:57.290 they're using a tool or not. There's lots of advocacy tools out there that 192 00:12:57.290 --> 00:13:01.960 help curate content to save employees time. That's a whole separate topic 193 00:13:01.960 --> 00:13:05.920 because that can, you know, quite often the wrong content in there, but then 194 00:13:05.930 --> 00:13:09.260 educating them and onboarding them into that. But for me, there are three key 195 00:13:09.260 --> 00:13:13.260 things that an employee needs to get right pretty soon profile. So how do 196 00:13:13.260 --> 00:13:17.040 they look right? Has their social has their digital footprint on platforms 197 00:13:17.040 --> 00:13:21.550 like linkedin for B two B. It's the number one twitter even instagram's 198 00:13:21.550 --> 00:13:24.950 popping up as it could be to be platform? What's your profile look like? 199 00:13:24.960 --> 00:13:28.570 next one? Networking. Are you connecting with people that, you know, 200 00:13:28.580 --> 00:13:32.640 have you got a networking habit? Are you just accepting requests? He's 201 00:13:32.640 --> 00:13:35.650 sending requests? How do you look for mutual connections? All that kind of 202 00:13:35.650 --> 00:13:39.000 good stuff. And then the third one is absolutely content and it's not just 203 00:13:39.000 --> 00:13:42.490 about sharing and spamming out content is about engaging with your network 204 00:13:42.490 --> 00:13:46.870 conversations a two way, so he needs to put as much effort into engaging with 205 00:13:46.870 --> 00:13:50.820 others as you do with sharing with others and getting that content mix 206 00:13:50.820 --> 00:13:54.610 right? Because what, what we find is people at this stage, they will tend to 207 00:13:54.610 --> 00:13:59.450 to share their own company content and then it doesn't want to see that they 208 00:13:59.450 --> 00:14:03.150 want to see the human behind the profile. So you need to mix it up. So 209 00:14:03.150 --> 00:14:07.350 what's your content strategy, what your passions, what do you believe in that 210 00:14:07.350 --> 00:14:10.840 needs to be mixed up? You need to show the human side. So they are the three 211 00:14:10.840 --> 00:14:16.600 things that I would we take through an onboarding process for employees. Hey, 212 00:14:16.600 --> 00:14:20.050 everybody Logan with sweet fish here. If you've been listening to the show 213 00:14:20.050 --> 00:14:23.730 for a while, you know, we're big proponents of putting out original 214 00:14:23.740 --> 00:14:27.780 organic content on linkedin. But one thing that's always been a struggle for 215 00:14:27.780 --> 00:14:32.440 a team like ours is to easily track the reach of that linkedin content. That's 216 00:14:32.440 --> 00:14:35.760 why I was really excited when I heard about Shield the other day from a 217 00:14:35.760 --> 00:14:40.290 connection on, you guessed it linked in since our team started using shield. 218 00:14:40.300 --> 00:14:44.660 I've loved how it's led us easily track and analyze the performance of 219 00:14:44.660 --> 00:14:48.840 Arlington content without having to manually log it ourselves. It 220 00:14:48.850 --> 00:14:52.210 automatically creates reports and generate some dashboards that are 221 00:14:52.210 --> 00:14:56.460 incredibly useful to see things like what contents been performing the best 222 00:14:56.470 --> 00:14:59.960 and what days of the week are we getting the most engagement and our 223 00:14:59.970 --> 00:15:03.980 average views per post. I highly suggest you guys check out this tool if 224 00:15:03.980 --> 00:15:07.930 you're putting out content on linked in and if you're not, you should be, it's 225 00:15:07.930 --> 00:15:12.950 been a game changer for us. If you go to shield app dot Ai and check out the 226 00:15:12.950 --> 00:15:18.680 10 day free trial, you can even use our promo code B two B growth to get a 25% 227 00:15:18.680 --> 00:15:24.590 discount. Again, that's shield app dot Ai. And that promo code is B the number 228 00:15:24.590 --> 00:15:32.500 to be growth. All one word. All right, let's get back to the show. Do you 229 00:15:32.500 --> 00:15:36.480 emphasize building like when you're coming up with content for an employee? 230 00:15:36.480 --> 00:15:39.740 Do you emphasize building it around whatever their they want to be about or 231 00:15:39.740 --> 00:15:43.820 do you try to italian the company to it? Like how do you coach the employee 232 00:15:43.820 --> 00:15:47.710 through what their content should be about? Yeah, that's that's a great 233 00:15:47.710 --> 00:15:52.610 question. So, understanding what the employee is about is paramount because 234 00:15:52.610 --> 00:15:56.290 at the end of the day they're linked in profile is their individual profile. So 235 00:15:56.300 --> 00:16:00.940 getting them to understand who they are, why they do what they do, what they are 236 00:16:00.940 --> 00:16:04.030 interested in. Quite a lot of employees don't even have time to think about 237 00:16:04.030 --> 00:16:07.390 that. They've never thought about it. So, it's quite a sticky point. But then 238 00:16:07.390 --> 00:16:12.300 connecting their personal brand to the company brand in a way, and a lot of 239 00:16:12.300 --> 00:16:15.650 employees have never explored this before, so they don't really understand. 240 00:16:15.650 --> 00:16:20.010 It's like, why do I do the job that I do? What excites me about this job? Why 241 00:16:20.010 --> 00:16:23.160 am I working with this company? And then when you start to get them to 242 00:16:23.160 --> 00:16:26.720 connect the dots between the personal brand and the company brand, that's 243 00:16:26.720 --> 00:16:31.330 where the magic happens, Right? So, and this is the bit that often is missing 244 00:16:31.330 --> 00:16:34.440 when it comes to advocacy, because a lot of B to B companies, like, there's 245 00:16:34.440 --> 00:16:39.210 our advocacy platform go share. And then suddenly you've got 500 employees 246 00:16:39.210 --> 00:16:43.570 all sharing the same story on the same day, and it's cringeworthy. I just 247 00:16:43.570 --> 00:16:48.660 don't want to see it. So, building it from a place of their personal brand is 248 00:16:48.660 --> 00:16:50.850 key. And then connecting it to the company brand 249 00:16:51.940 --> 00:16:55.510 good. I'm glad we're lying there were currently doing. You figured like, if 250 00:16:55.510 --> 00:16:58.380 you run a legal services company, like, the chance that you're gonna be talking 251 00:16:58.380 --> 00:17:01.210 about things related to legal is probably pretty high. Like, that's kind 252 00:17:01.210 --> 00:17:04.060 of what your whole companies about your hiring people related to it. But 253 00:17:04.060 --> 00:17:07.130 naturally you're going to have maybe some marketers that don't want to talk 254 00:17:07.130 --> 00:17:10.510 about legal services because they're about marketing, maybe they have a 255 00:17:10.510 --> 00:17:13.310 little bit of background in legal so they might work it in there, they might 256 00:17:13.310 --> 00:17:16.490 talk about some of the legalities of marketing, but generally they're going 257 00:17:16.490 --> 00:17:18.800 to be talking about the funnel, they're gonna be talking about acquisition, 258 00:17:18.800 --> 00:17:21.160 they're gonna be talking about promotion and another broad marketing 259 00:17:21.160 --> 00:17:26.290 topics and that's okay. That's a bit of a bugbear of mine done actually because 260 00:17:26.290 --> 00:17:29.840 I'm connected to a lot of marketers, I'm a marketing person myself. And when 261 00:17:29.840 --> 00:17:35.400 I see marketers sharing, I don't know technical content about IOT in the 262 00:17:35.400 --> 00:17:40.320 cloud and how quantum computing because they happen to work with a company that 263 00:17:40.320 --> 00:17:43.850 might be in that technical space, it's like your network is marketers please 264 00:17:43.850 --> 00:17:47.170 share with me stuff that I can learn from. You know, as someone in your 265 00:17:47.170 --> 00:17:51.310 network, that's what I'm looking for. Please don't share content that you 266 00:17:51.310 --> 00:17:54.780 think your brand wants you to share because you need your on a tick sheet 267 00:17:54.790 --> 00:17:59.000 and you have to and it's irrelevant. You push your network off, you know, 268 00:17:59.010 --> 00:18:02.430 and as a personal brand, you've got to think about that because the worst case, 269 00:18:02.440 --> 00:18:06.550 I mean first cases they'll an follow you. Worst case, they'll disconnect 270 00:18:06.550 --> 00:18:09.980 from you and you'll never win these people back again into your network. So 271 00:18:09.990 --> 00:18:16.390 think about your content strategy is my message. So some of the things I've 272 00:18:16.390 --> 00:18:20.220 heard said especially on the training part is around like just walking them 273 00:18:20.220 --> 00:18:24.820 through some of the pitfalls of doing social media for business because I I 274 00:18:24.820 --> 00:18:28.230 noticed that's probably unless you're in marketing and you've kind of been in 275 00:18:28.230 --> 00:18:31.430 social media marketing, like doing social media for business is kind of a 276 00:18:31.430 --> 00:18:35.540 new thing. Um I used to work in a college where I was walking students 277 00:18:35.540 --> 00:18:39.280 through and I was like, oh my gosh, like you have no idea like how to do 278 00:18:39.280 --> 00:18:43.200 just because you're a gen z and you know how to do social media does not 279 00:18:43.200 --> 00:18:47.760 mean you know anything about marketing on social media, you think, you know 280 00:18:47.770 --> 00:18:52.510 because you've seen it, you don't, it is very different, but you kind of like 281 00:18:52.520 --> 00:18:55.360 you have a whole course laid out to like help people like walk through that. 282 00:18:55.440 --> 00:18:59.000 Yeah, I feel like maybe Ramin is I work in a marketing company so most people 283 00:18:59.000 --> 00:19:02.270 are pretty familiar with this already, but in a lot of companies that's just 284 00:19:02.270 --> 00:19:06.410 not the case, it's not done, it's not in fact, we recently did some research 285 00:19:06.410 --> 00:19:11.290 on this actually and we it was very obvious that those that are just coming 286 00:19:11.290 --> 00:19:15.640 into the workforce and those that are towards the end of their career have 287 00:19:15.650 --> 00:19:21.330 the least understanding around social media risk. They have a habit or 288 00:19:21.330 --> 00:19:25.470 behavior that understands how social platforms are, but within a business 289 00:19:25.470 --> 00:19:29.620 context that knowledge is quite is quite missing, not for everyone. I'm 290 00:19:29.620 --> 00:19:33.010 sort of broad brushing here, but not everyone, but somebody once said to me 291 00:19:33.010 --> 00:19:37.040 that, you know, common sense for one is not common sense for another. Um, and 292 00:19:37.040 --> 00:19:41.130 you do need to teach people where the lines are, where the limits are, when 293 00:19:41.130 --> 00:19:45.320 to pick fights, when not to pick fights winter. Well, just generally don't pick 294 00:19:45.320 --> 00:19:49.270 fights what topics to get involved in what not to, you know, this is the 295 00:19:49.270 --> 00:19:54.480 business language of social media, very different to your latest Tiktok video 296 00:19:54.480 --> 00:20:00.560 or you Snapchat. So it's um, yeah, it's not the same. So brands have a 297 00:20:00.560 --> 00:20:05.950 responsibility to educate their employees around what best practices in 298 00:20:05.950 --> 00:20:09.640 my is my belief. So I've noticed you've emphasised multiple times like 299 00:20:09.650 --> 00:20:13.420 educating on risks, which is funny is, I'm like, I don't think I educate risk 300 00:20:13.430 --> 00:20:16.490 on risk at all. And I probably need to because there probably are some like, 301 00:20:16.490 --> 00:20:20.410 hey, like don't do this if you do like that's gonna reflect really poorly on 302 00:20:20.410 --> 00:20:23.540 sweet fish. So far. We haven't had any problems that maybe it's just because 303 00:20:23.550 --> 00:20:26.540 we have been doing it long enough and I don't have enough people doing it 304 00:20:26.540 --> 00:20:30.960 eventually will run into issues Most of the time. I'm training people on like 305 00:20:31.540 --> 00:20:34.770 get them out of their head as far as what they think they need to post and 306 00:20:34.770 --> 00:20:37.510 think like, know what can you post, that's the most helpful to who you're 307 00:20:37.510 --> 00:20:41.860 talking to get out of yourself because you can post something that's safe. 308 00:20:41.870 --> 00:20:47.170 That just like false flat, Right? It's about your dog. You're like, great, are 309 00:20:47.170 --> 00:20:50.940 you talking to dog lovers? Oh no, you're talking to I. T. Technicians. 310 00:20:50.950 --> 00:20:54.950 Okay great. Don't post about your dog. I mean every once in a while it's okay 311 00:20:54.950 --> 00:20:58.120 to post like something personal. You know, if that's like a big part of your 312 00:20:58.120 --> 00:21:01.180 life and you just want to share your passion for it fine. But that's like a 313 00:21:01.180 --> 00:21:05.270 consistent posts. Yeah, don't do that. Like figure out like what what should 314 00:21:05.270 --> 00:21:08.590 you be talking about that would get that would be helpful. That key term 315 00:21:08.590 --> 00:21:11.640 for me is usually helpful. Like what can you post to be helpful to others. 316 00:21:11.650 --> 00:21:15.730 Yeah. I find if I emphasize that maybe I eliminate some of the failures 317 00:21:15.730 --> 00:21:18.980 because you're thinking of them rather than you. But at the same time I think 318 00:21:18.980 --> 00:21:21.760 the failure is a good point because you can definitely fall into that way too. 319 00:21:22.040 --> 00:21:26.300 Well, a lot of people learn from their mistakes as well. But another good 320 00:21:26.300 --> 00:21:29.870 example of that is if you're in a sales role and account management role and 321 00:21:29.870 --> 00:21:33.940 you're sharing on linked in some hilarious memes around you know, sales 322 00:21:33.940 --> 00:21:37.440 techniques and you know, whatever there and there are some funny ones out there 323 00:21:37.440 --> 00:21:41.210 some great cartoons. But if your audience if you're connecting with your 324 00:21:41.210 --> 00:21:44.770 customers are linked in. Do they want to see that? Is that it does that 325 00:21:44.770 --> 00:21:49.080 present the right professional image that you want to use to grow your 326 00:21:49.080 --> 00:21:53.470 business and grow your organization and grow your relationships. So just think 327 00:21:53.480 --> 00:21:58.900 just walk in the shoes of your audience and really have a think about it. So I 328 00:21:58.900 --> 00:22:02.130 think you have an advantage of having lots of clients who are doing this 329 00:22:02.130 --> 00:22:06.400 thing. I know a few companies that are doing this, some are doing remarkably 330 00:22:06.400 --> 00:22:12.070 well. I mean, we think we all know like um we know gong we know refined labs, 331 00:22:12.070 --> 00:22:17.190 they're big into getting employees active on on linkedin, Right? But 332 00:22:17.190 --> 00:22:20.680 outside of that, like what do you find your clients that are the best that are 333 00:22:20.680 --> 00:22:24.360 actually doing really well? What are they doing remarkably well. That maybe 334 00:22:24.360 --> 00:22:30.210 goes unseen on linkedin? They encourage community internally, they shine a 335 00:22:30.210 --> 00:22:35.430 light on their experts, they raise them up, they use them as good examples to 336 00:22:35.430 --> 00:22:40.870 inspire others. Leaders act are actively engaging in conversations 337 00:22:40.870 --> 00:22:45.870 their employees are having on social media. I mean, I remember at S. A. P. 338 00:22:45.870 --> 00:22:49.410 When Bill McDermott who was the Ceo at the time, he engaged with one of my 339 00:22:49.410 --> 00:22:53.510 posts on linkedin. Honestly, I was the most popular person for about half an 340 00:22:53.510 --> 00:22:59.000 hour where, you know, but it showed true leadership, where leaders are 341 00:22:59.010 --> 00:23:03.660 listening, they're watching, they're engaging, but they're actively 342 00:23:03.660 --> 00:23:07.420 encouraging their employees to be out there. That that is where I see best 343 00:23:07.420 --> 00:23:11.650 practices, you know, where the whole organization is behind this and they 344 00:23:11.650 --> 00:23:15.570 don't have silos. You know, they've got social selling over here. They've got 345 00:23:15.570 --> 00:23:18.620 employee advocacy over there. They've got leadership activation over there, 346 00:23:18.630 --> 00:23:22.100 where I see best practices where someone's basically got their arms 347 00:23:22.100 --> 00:23:25.930 around the whole thing. Um, there including influence or activation in 348 00:23:25.930 --> 00:23:30.940 that and they're joining the dots between the programs and otherwise you, 349 00:23:30.950 --> 00:23:35.130 you get duplicate effort, you get duplicate time wasted. You have 350 00:23:35.130 --> 00:23:41.000 multiple systems implemented. It's a waste of money. So organizations that 351 00:23:41.000 --> 00:23:45.410 lead social at the top and have a holistic perspective around how to join 352 00:23:45.410 --> 00:23:49.550 everything together. That's best practice. Okay, so there's two things I 353 00:23:49.550 --> 00:23:53.340 want to dive into their, what I'm saying to just as a mental reminder to 354 00:23:53.340 --> 00:23:57.240 myself to come back to the second one. But the first one is you said, 355 00:23:57.240 --> 00:24:01.010 connecting the dots, like what does that mean connecting the dots? Like we 356 00:24:01.010 --> 00:24:04.260 all know, we have a marketing mix going on, we have lots of different marketing 357 00:24:04.260 --> 00:24:06.560 activities. What does it mean to connect the dots with what your 358 00:24:06.560 --> 00:24:10.240 employees are doing versus maybe what else you have going on. Yeah. Your 359 00:24:10.240 --> 00:24:15.020 employees have a huge role to play in your marketing mix. Right? So when I'm 360 00:24:15.020 --> 00:24:18.690 looking at a social portfolio, you've got your sales teams out on social 361 00:24:18.690 --> 00:24:22.550 during the role. Social selling thing with linked in, you've got influence or 362 00:24:22.550 --> 00:24:26.540 activation happening with your experts and your leaders engaging external 363 00:24:26.540 --> 00:24:30.790 influences. Uh, you'll have advocacy programs, which is a tool that your 364 00:24:30.790 --> 00:24:34.670 employees are using to share content and add their perspective on. You've 365 00:24:34.670 --> 00:24:37.980 got your managing and publishing to your own brand channels, right? So 366 00:24:37.980 --> 00:24:41.110 you've got your, your brand channels that you're doing on social media, 367 00:24:41.120 --> 00:24:45.040 social listening, where does that fit into the mix Now, if you get social 368 00:24:45.040 --> 00:24:49.690 listening and using those insights to feed into your experts to create great 369 00:24:49.690 --> 00:24:53.840 content that you then engage your influences to be part of that content 370 00:24:53.850 --> 00:24:57.510 that you then put into your advocacy tool that then gets that out to the 371 00:24:57.510 --> 00:25:00.720 wider employee community that one of their employees has just created some 372 00:25:00.720 --> 00:25:04.080 amazing content. They will share it, they're more likely to share that and 373 00:25:04.080 --> 00:25:08.410 something maybe marketing is created and then that gets it out to the sales 374 00:25:08.410 --> 00:25:13.640 teams that then can in mail it out to targets prospects and that's joining 375 00:25:13.650 --> 00:25:19.130 the dots and all of this. Activating a whole social infrastructure, generates 376 00:25:19.130 --> 00:25:23.760 him bound into, into your website to conversion. It helps create 377 00:25:23.760 --> 00:25:28.550 conversations that convert in my view. So that's, that's the joining the dots. 378 00:25:28.940 --> 00:25:31.610 That makes a lot of sense. So it's really connecting it to a larger social 379 00:25:31.610 --> 00:25:36.420 media strategy, connecting gonna be interested to see like what it looks 380 00:25:36.420 --> 00:25:40.760 like to get your, your employees involved in what you're doing on the 381 00:25:41.340 --> 00:25:45.380 influencer side. Um, certainly your corporate brand, right then you're 382 00:25:45.390 --> 00:25:47.900 mentioning the corporate brand and the corporate brand, whoever is running 383 00:25:47.900 --> 00:25:51.080 that account is commenting on their employees account, they're commenting 384 00:25:51.080 --> 00:25:54.640 on that account, you know, creating a little ecosystem, but maybe even 385 00:25:54.640 --> 00:25:58.190 pulling your employees into relationships, your formal 386 00:25:58.190 --> 00:26:01.650 relationships you're building with influencers like, hey, just someone you 387 00:26:01.650 --> 00:26:04.890 might want to follow, we're working a lot with them. So you know, comment on 388 00:26:04.890 --> 00:26:07.740 their posts. Hopefully they comment on yours. Like let's build a relationship 389 00:26:07.740 --> 00:26:12.020 with this person, that's more than just the official person, representative 390 00:26:12.020 --> 00:26:16.120 from your marketing team. Let's pull them into the fold with all of us. 391 00:26:16.120 --> 00:26:19.740 Right, Is that kind of what you're thinking? Absolutely. And employees can 392 00:26:19.740 --> 00:26:23.240 generate content as well, you know, encourage your employees that are more 393 00:26:23.240 --> 00:26:27.140 mature in their social media journey to start creating their own content, start 394 00:26:27.140 --> 00:26:31.600 creating the podcast, start writing content, doing videos, you know, you 395 00:26:31.600 --> 00:26:37.390 can get them involved in the whole marketing process. Um, don't use 396 00:26:37.390 --> 00:26:41.760 employees is just a channel to amplify ready made content. They can be part of 397 00:26:41.760 --> 00:26:46.980 the content process and the influence of process. So The 2nd 1 was getting 398 00:26:46.990 --> 00:26:52.740 leaders involved and essentially enabling and engaging with the 399 00:26:52.740 --> 00:26:57.430 employees as you said it, I was like, yes, that is something we're doing, 400 00:26:57.430 --> 00:27:00.570 that. I don't think we even realized that we're doing that probably ends up 401 00:27:00.570 --> 00:27:05.020 being a big thing. Like I'm highly incentivized to like as someone who's 402 00:27:05.020 --> 00:27:08.410 like spearheading this program to go and engage with as many employees as I 403 00:27:08.410 --> 00:27:12.080 can one because every comment on linkedin boost their posts. So it gets 404 00:27:12.080 --> 00:27:16.040 in front of more people, but it's also encouraging for them. So I'm always 405 00:27:16.040 --> 00:27:19.350 trying to highlight them and take their best post or if I see them post 406 00:27:19.350 --> 00:27:21.760 something that's just awesome, I'll take a screenshot and text it to them 407 00:27:21.760 --> 00:27:26.430 and be like this post is amazing, you know, so trying to just fan fan the 408 00:27:26.430 --> 00:27:30.450 flame so that it becomes more of a fire, right? At least those are some of the 409 00:27:30.450 --> 00:27:33.370 ways I had in my mind as soon as you said it, that I'm like, oh, like that's 410 00:27:33.380 --> 00:27:36.420 that's probably a big part of the evangelist program that we have that I 411 00:27:36.420 --> 00:27:39.310 don't think we've even talked about that probably is a big part. I'd be 412 00:27:39.310 --> 00:27:44.000 curious to hear like what other leaders are doing in order to really help 413 00:27:44.000 --> 00:27:50.050 employees, like better engage. Yeah, I mean simply as a leader just commenting 414 00:27:50.060 --> 00:27:55.150 on employee posts and congratulating them or, and I think that's a lot. It's 415 00:27:55.150 --> 00:27:59.000 a big part of the leader's role on social media is to engage the employee 416 00:27:59.000 --> 00:28:05.680 community publicly openly transparently and to really show their stakeholder 417 00:28:05.680 --> 00:28:09.430 community that leaders are engaged in the conversation. They're not out there 418 00:28:09.430 --> 00:28:12.720 just sharing content. They're out, they're engaging with their own 419 00:28:12.720 --> 00:28:17.190 employees. It sends a huge message of confidence to employees when, when 420 00:28:17.190 --> 00:28:21.350 leaders participate in their conversations, it is quite uplifting 421 00:28:21.450 --> 00:28:25.890 and lastly, how do you measure the results of all of this? I know we have 422 00:28:25.890 --> 00:28:28.970 our own metrics, but I'm curious to see like what, what other metrics are being 423 00:28:28.970 --> 00:28:34.160 measured by others out there. How do you know, uh, like an employee advocacy 424 00:28:34.160 --> 00:28:39.130 program is, is strong. This comes back to, I think joining the dots a little 425 00:28:39.130 --> 00:28:43.360 bit more so metrics, you know, your typical metrics like your clicks, your 426 00:28:43.360 --> 00:28:47.000 impressions, your, you know, your engagements. Yeah, monitor them. 427 00:28:47.010 --> 00:28:50.540 They're, they're interesting. You can see trends and things like that. But I 428 00:28:50.540 --> 00:28:54.350 think the moment you start to measure social activation programs in the 429 00:28:54.350 --> 00:28:59.840 context of other metrics, that's when it becomes valuable. So in the context 430 00:28:59.840 --> 00:29:03.870 of employer employee advocacy, for example, some of our customers and this 431 00:29:03.870 --> 00:29:08.100 is fascinating really. But when you look at the source of traffic to a 432 00:29:08.100 --> 00:29:12.990 website, for example, you can see that employees, they don't drive thousands 433 00:29:12.990 --> 00:29:16.970 of eyeballs to websites. They're not a huge volume driver of traffic to 434 00:29:16.970 --> 00:29:21.060 websites. But when they do drive traffic to websites, they become the 435 00:29:21.060 --> 00:29:25.140 highest converting source of traffic. So when you look at other sources like 436 00:29:25.140 --> 00:29:29.620 paid and organic social and employees topped the charts when it comes to 437 00:29:29.620 --> 00:29:34.830 conversion. So looking at employee advocacy in the context of your website 438 00:29:34.830 --> 00:29:38.650 traffic, your inbound traffic and what happens to that traffic, employees 439 00:29:38.660 --> 00:29:42.750 driven traffic doesn't drive volume, but it does drive high conversion. Um, 440 00:29:42.750 --> 00:29:46.750 and they're the sort of things social selling slightly different. I mean when 441 00:29:46.750 --> 00:29:49.960 you look at your high performing social sellers on linked in. When you look at 442 00:29:49.960 --> 00:29:53.160 things like the sec school. When you look at your high performing social 443 00:29:53.160 --> 00:29:56.670 sellers, it's great looking at the sec school, lovely. It's another metric. 444 00:29:56.680 --> 00:30:00.820 But actually when you look in that in the context of sales performance, 445 00:30:00.830 --> 00:30:04.120 that's when it gets interesting. So you should be looking at things like deal 446 00:30:04.120 --> 00:30:08.290 size, deal cycle time, overall, pipeline number of deals in the 447 00:30:08.290 --> 00:30:13.090 pipeline are your top social sellers generating the right kind of um, you 448 00:30:13.090 --> 00:30:16.610 know, in terms of performance, sales performance, how is that correlating? 449 00:30:16.620 --> 00:30:19.480 That's when it gets interesting. So they're the sort of things I would 450 00:30:19.480 --> 00:30:24.040 measure. Um, yeah, keep an eye on the other metrics. But really the context 451 00:30:24.040 --> 00:30:27.500 measurements are key. It's interesting. So you're really looking at a lot of 452 00:30:27.500 --> 00:30:31.140 the metrics from across the social environment to see a lift there as well 453 00:30:31.140 --> 00:30:35.270 as a traffic coming from the different social sites that you're engaging in. 454 00:30:35.280 --> 00:30:39.420 Maybe it be linked in or instagram or whatever it is. Absolutely. And start 455 00:30:39.420 --> 00:30:43.180 correlating, Start looking for patterns over time. Start looking at another 456 00:30:43.180 --> 00:30:45.560 thing I'd be looking at as well, especially if you've got an employee 457 00:30:45.560 --> 00:30:50.230 advocacy tool is looking at the content your employees want to share versus the 458 00:30:50.230 --> 00:30:54.130 content their audiences are engaging with. And quite often you'll find that 459 00:30:54.130 --> 00:30:56.910 is very different. You know what an employer wants to share versus what 460 00:30:56.910 --> 00:31:01.650 their networks are engaging with. You tend to see 10 top 10 different posts. 461 00:31:01.660 --> 00:31:04.830 So this tells you a story about the kind of content that should be in the 462 00:31:04.830 --> 00:31:09.020 platform that maybe your employees like to engage with. You need to keep an eye 463 00:31:09.020 --> 00:31:12.170 on that kind of stuff because that helps you optimize the program. 464 00:31:12.640 --> 00:31:17.710 Something we do is measure just based on amount of posts we actually every 465 00:31:17.720 --> 00:31:21.900 employee we have as officially a part of this. Um, they, they opt into the 466 00:31:21.900 --> 00:31:26.190 program for a quarter at a time. We signed them up for shield shield 467 00:31:26.190 --> 00:31:30.000 analytics, which is just linked in analytics. It doesn't post, it's not 468 00:31:30.000 --> 00:31:34.190 employee advocacy. It's just analytics, but they have a team package that makes 469 00:31:34.190 --> 00:31:37.620 it easy for you for the whole team to kind of see how we're doing as a team 470 00:31:37.630 --> 00:31:40.380 and then how they're doing individually. It's kind of like an added bonus. Like, 471 00:31:40.380 --> 00:31:43.740 hey, you get to check out to see how well your linkedin is doing. Um, but 472 00:31:43.740 --> 00:31:47.200 that way we can actually see like across the board who's contributing the 473 00:31:47.200 --> 00:31:50.640 most? Like how many posts are we actually doing a week? So that's kind 474 00:31:50.640 --> 00:31:53.870 of like the leading metric, right, is how many posted you post? You don't 475 00:31:53.870 --> 00:31:56.940 have control over how many views they get because you can't force people to 476 00:31:56.940 --> 00:31:59.290 be, you can't force linked and to serve it. But of course that becomes the 477 00:31:59.290 --> 00:32:04.810 lagging metric of views, comments and then of course traffic and sales since 478 00:32:04.810 --> 00:32:07.610 you could just ask your new leads coming in, like, oh, where'd you hear 479 00:32:07.610 --> 00:32:13.710 about us? And a lot will say linkedin. Yeah, I was looking at your post the 480 00:32:13.710 --> 00:32:17.340 other day about that actually about, you know, focusing on linkedin and how 481 00:32:17.340 --> 00:32:20.730 that's your number one platform, you know, and that's what you do and it is 482 00:32:20.730 --> 00:32:24.810 for me to be absolutely, it's the number one platform. So, so if you 483 00:32:24.810 --> 00:32:28.850 focus on linkedin, linkedin is great because you can get things like shield, 484 00:32:29.140 --> 00:32:32.420 but I don't like there's other great platforms. Like I think twitter 485 00:32:32.420 --> 00:32:36.960 twitter's, I feel like twitter is making a comeback. Really strong. Um, 486 00:32:36.960 --> 00:32:39.490 and I feel like there's probably analytics programs that measure it the 487 00:32:39.490 --> 00:32:43.630 same way shield measures linked in, but I haven't seen them out there. I'm sure 488 00:32:43.630 --> 00:32:47.470 there's like maybe Hoot suite does it? I don't know. But yeah, he's an hour 489 00:32:47.470 --> 00:32:51.480 wrestling with to get more involved in twitter, should we be Tiktok like, I 490 00:32:51.480 --> 00:32:54.240 don't know, get ahead of the curve on Tiktok. I don't feel like me to be 491 00:32:54.240 --> 00:32:58.180 strong on Tiktok. Yeah, like I'm starting to find it picking up, I'm 492 00:32:58.180 --> 00:33:02.380 starting to find more educational content on there. So you never know. It 493 00:33:02.380 --> 00:33:05.720 is, it's, it's a changing landscape down and I think you're right about 494 00:33:05.720 --> 00:33:09.150 twister having a bit of a comeback. It had a bit of a lull a few years ago and 495 00:33:09.160 --> 00:33:13.190 people were just thinking this is not a platform for me, but you know, I see, 496 00:33:13.190 --> 00:33:18.700 especially when employees reach, you know, like a maturity level where 497 00:33:18.700 --> 00:33:22.150 they're ready to be activated his influences and thought leaders and as 498 00:33:22.150 --> 00:33:25.510 an expert um they need to be on twitter because that's where the breaking news 499 00:33:25.510 --> 00:33:29.500 is happening, right? It's twitter before it hits mainstream news platform, 500 00:33:29.500 --> 00:33:33.710 so they need to understand how that works and influences are hanging out on 501 00:33:33.710 --> 00:33:38.200 twitter, especially B two B. So I do feel that Twitter is a is a place that 502 00:33:38.210 --> 00:33:44.800 you need to be. So generally in B2B you go kind of rhymes, so I'm a poet and I 503 00:33:44.800 --> 00:33:49.850 didn't know it. There you go, Sarah, thank you so much for joining me on GDP 504 00:33:49.850 --> 00:33:54.230 growth. Where can people learn more from you and find you online? Well 505 00:33:54.230 --> 00:33:57.320 you'll find me, I mean you can just google me so if you just put Sarah 506 00:33:57.320 --> 00:34:00.420 Goodall in, I'm not the one that used to work at Buckingham Palace alright, 507 00:34:00.420 --> 00:34:04.470 I'm the other one. So you'll you'll check out my profile photo, you'll find 508 00:34:04.470 --> 00:34:06.920 me on linkedin and you'll find me on twitter and you'll also find all my 509 00:34:06.920 --> 00:34:11.840 baking and running pictures on instagram. So so yeah just google me up 510 00:34:11.850 --> 00:34:16.590 and find me so fantastic again. Thank you for joining me on GDP growth. 511 00:34:16.600 --> 00:34:20.260 Thanks so much dan, I really enjoyed it, cheers 512 00:34:24.440 --> 00:34:28.690 at sweet fish, we're on a mission to create the most helpful content on the 513 00:34:28.690 --> 00:34:33.250 internet for every job function and industry on the planet for the B two B. 514 00:34:33.250 --> 00:34:37.300 Marketing industry, this show is how we're executing on that mission. If you 515 00:34:37.300 --> 00:34:40.760 know a marketing leader that would be an awesome guest for this podcast, 516 00:34:40.770 --> 00:34:44.330 shoot me a text message. Don't call me because I don't answer unknown members, 517 00:34:44.340 --> 00:34:50.820 but text me at 4074 and I know 33 to 8. Just shoot me. Their name may be a link 518 00:34:50.820 --> 00:34:54.770 to their linkedin profile, and I'd love to check them out to see if we can get 519 00:34:54.780 --> 00:34:56.460 them on the show. Thanks a lot. 520 00:35:00.640 --> 00:35:01.260 A little bit about