The topic of how to hire or create a loyal staff is beyond the scope of this article, but the question of measuring your employees’ loyalty can be put to a fairly simple test without any overtly uncomfortable confrontation. Simply put, are they fans of your Facebook page? Do they post on your company’s Facebook wall or share your posts with others? If not, why not?
Make it Fun
If your staff uses Facebook (and who doesn’t these days?) but isn’t involved with your business activities on the site, there could be a variety of reasons why. First of all you should examine whether or not your posts and your page are worthy of sharing and interacting with. Rest assured that if your staff finds your social activity boring, others likely do as well.
One of the biggest and most common mistakes businesses make in social media is turning it into a constant stream of advertising. Facebook should not be a mimic of your company website – people are on the site for enjoyment and interaction. If your posts read like a sales flyer in the local newspaper, you are losing the game. You need to be giving viewers fun yet informative status updates that will engage them and get them talking, liking, and sharing what you post.
Capture their attention
The easiest test for how interesting your activity appears to others is to see how many times your posts are liked or shared, but don’t rely on that alone. If you were logging on as an objective third party, would you be interested in what you’ve posted?
For example, a real estate company could easily take up enormous amounts of time and screen space posting their latest listings, but what makes that any different from their website or other advertising? Instead, why not link to articles about fascinating architectural pieces around the world? Post pictures of unique homes built in mountainsides, caves, or in treetops? Discussing the latest news items related to the industry or laws being considered that might affect home owners would be a great way to ask your viewers for their opinions on the issues, and people love to give their opinions.
Have you asked them?
If you are past all of these basic pitfalls and you still don’t have engaged employees, have you asked them to be involved? That may be all it takes, but either way both they and you need to understand a simple fact of business, which is that everyone in the company holds the responsibility of ensuring success. A good salesperson doesn’t even mow his lawn without a stack of business cards in his pocket, just in case a neighbor walks by. This same attitude should be pervasive in your entire staff.
Whether the employee is a janitor or the head of your HR department, if they are on Facebook they should be promoting your company there. That doesn’t mean that they have to share or like every post of course, but if they love where they work they will share more often than not. If they don’t love where they work, you may have a bigger problem than interesting posts.