Brand advocacy isn’t just about enabling employees, partners and fans to share company content as much as possible; it’s about allowing them to do so in a way that’s aligned with brand messaging and existing content marketing activity. This is why Sociabble offers a large amount of flexibility when it comes to deciding how advocates can engage with content, and on which social networks. Here are some examples of how administrators can create an advocate experience that’s tailored to their company’s needs.
On Sociabble, administrators can drive additional engagement by sending newsletters that enable content to be shared directly from emails. These newsletters are sent to Sociabble members, allowing them to share the latest posts via the Sociabble platform directly from their inbox.
Administrators can choose the social streams that feed into these newsletters. By default, the most recent content from all connected social streams will appear. But administrators have the option of deactivating any social streams.
For example, imagine an administrator wants to prioritize new content published on Facebook and LinkedIn rather than Twitter. In this situation, they can choose for content that comes from company Twitter accounts to appear on the Sociabble platform, but not in the newsletters members receive.
This functionality is also useful when specific communication initiatives and events are taking place. For instance, if marketers are running a week-long campaign on Twitter and they want to drive visibility through advocate sharing on Sociabble, administrators on the platform may temporarily remove all other social networks from newsletters, in order to put the spotlight on Twitter campaign content.
Selecting Sharing Actions
For each social network, administrators on Sociabble can decide which sharing actions are activated. For example, on Twitter they may wish to allow retweets but not favorites, while on Facebook they may wish to allow likes but not shares. This is a highly effective way of driving desired sharing activity.
By default, all sharing actions are activated across all the supported social networks. But if the objective of a blog post published on Twitter is to generate as many impressions as possible, administrators may choose to deactivate favorites in order to focus on retweets. Alternatively, if engagement is just as important a KPI as reach, they may allow members to carry out both sharing actions.
Another functionality administrators can configure on Sociabble is cross-sharing. By default, users may share content on any of the supported social networks, regardless of where posts come from. For example, they can share tweets on LinkedIn and Instagram photos on Facebook. But administrators have the option of deactivating cross-sharing, so that users can only share Twitter content on Twitter, LinkedIn content on LinkedIn, and so on.
These functionalities are an important aspect of the Sociabble platform because they cater to companies’ growing need for tailored brand advocacy initiatives. No two marketing strategies are the same, which is why being able to personalize sharing settings is crucial step in aligning brand advocacy with brand messages and marketing objectives.