If you’re like 92 percent of people on Twitter, you don’t follow the handles of the places where your friends and family work. It’s a statistic that meant a lot to AT&T’s Senior Manager of Emerging Communications, Lee Diaz. That’s why they rolled out their internal content hub, the Social Circle, for employees to begin sharing more from AT&T in their social networks.
- Your employees are already social. Lee says to earn buy-in from some leadership to getting employees involved, they had to help management see how much their employees already did in social media.
- Disclosure is key. One of the main components of AT&T’s social advocate program was a simple hashtag, #ATTemployee. This let their employees share content from AT&T while being transparent and staying legal.
- Some of their best advocates were beginners. Lee says they used to require employees to be on a social platform for 90 days before they could join the Social Circle program. But they found that the employees AT&T helped through the basics became some of their most engaged advocates.
Watch Lee’s full presentation below.
You can also download Lee’s slide deck.
Want to see more social media case studies like these? If you’re a social media leader at a big brand, we’d love to have you at our next Member Meeting in Chicago, July 15.