Why Employee Advocacy Fails on LinkedIn (And What to Do Instead)

Employee advocacy is more than asking your team to share company posts on LinkedIn.For B2B organisations, the real opportunity is using employee advocacy, LinkedIn Company Pages and social media strategy to build trust before buyers are ready to speak to sales.In this episode of Social Media for B2B Growth, Michelle J Raymond is joined by Colin Day from Oktopost to explore why B2B brands need to move beyond content distribution and start treating social media as part of their go-to-market strategy.If your employee advocacy programme is focused only on more reach, more shares or more impressions, you’re missing the bigger picture. Your Company Page builds brand credibility, but your employees bring the human voice, expertise and context that B2B buyers trust.Timestamps00:00 Introduction to employee advocacy with Colin Day02:18 Why social media is now go-to-market infrastructure05:15 Why B2B brands need to stop broadcasting10:15 The problem with treating advocacy as distribution15:15 How employee advocacy builds trust before sales22:30 Why your LinkedIn Company Page still matters26:30 Measuring employee advocacy beyond vanity metricsConnect with Michelle J RaymondLinkedIn: https://www.linkedin.com/in/michellejraymond/Website: https://b2bgrowthco.comSubscribe to the B2B Growth Co newsletterConnect with Colin DayLinkedIn: https://www.linkedin.com/in/daycolin/Oktopost: https://www.oktopost.com