Some are naturals at it. Some need a bit of guidance. Nevertheless, there is a widespread debate over whether or not employees should receive formal training in professional use of social media. Though Sociabble is not about to run your company for you, we can share the pros and cons of employee training, allowing you to draw your own conclusions.
The Case For
Let’s start with the advantages. It always helps to have a unified company, especially when you are dealing with brand exposure. What you really want is for everyone in your company to be on the same page, in order to convey a consistent message on social media.
Implementing a formal training program will certainly make sure that each person understands exactly what this message is and how best to put it across online. Once they understand what your company’s objectives are, employees will benefit from being taught how to present this in the most effective way on social media.
While freshly minted college graduatess probably know exactly which filter to use when posting their morning latte on Instagram, they may need to brush up on their knowledge of posting company-specific content, not to mention how to do so in an appropriate manner. Other employees- who may not be seasoned veterans on social networks- might well require explanations as to what type of content is best to share on which sites. Either way, a little training goes a very long way.
The Case Against
As always, there are disadvantages to training employees on social media. For example, some may not even want to use social media in a professional environment. They (and indeed their followers on social media) could have a hard time drawing the line between what they share on their company’s behalf and what they share of their own volition.
Sprint have come up with a brilliant way of dealing with this. They encourage their employees to use the term “donating my status to Sprint” before sharing company-related content. In this way, employees share what they truly like about their employer, while at the same time maintaining a degree of separation between private and professional social media activity.
Ok, so we were lying when we said we’d let you draw your own conclusions. But truth be told, if you want to implement successful engagement with your company’s social media strategy, employee training works in your favour. Having a training program in place, whatever form it takes, allows your employees to become- and what’s more, to remain- your most valuable brand advocates.