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LinkedIn is often credited with coining the term “employee advocacy” as the active promotion of your company by the people who work for it.
Sounds easy enough … just tell your employees that they need to share good news about your firm or services, and you're done, right? If this is your strategy, say hello to limited engagement and mundane, template-sounding social media posts from your staff.
If you already have an amazing firm culture, this strategy might work because your employees want to brag about the awesome entity for which they work. But for those firms looking to earn the respect of the tremendous social media force they have within their own walls every day, you're going to need to work for it.
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