Corporate social media is much more than publishing posts, and employee advocacy is much more than giving employees content to share. The systems, governance, enablement and strategy behind the activity are what make it work.

Michelle J Raymond is joined by Chris Downey, Head of Social Media & Editorial at Elastic, to unpack what effective corporate social media and LinkedIn employee advocacy look like inside large B2B organisations. From why the tool is only 5% of an advocacy programme to the roles of Company Pages, employees, and opt-in participation, Chris shares what he’s learned while building these programmes from the ground up.

Key moments in this episode -

00:00 Corporate social media strategy: Pages + people

02:00 What businesses misunderstand about social media teams

05:00 Can one bad LinkedIn post damage your brand?

07:00 Building a corporate social media programme from scratch

09:00 Why social media governance matters

12:00 Why employee advocacy tools aren’t the strategy

17:00 Why employee advocacy should be opt-in

21:00 LinkedIn Company Page vs employee content

25:00 Measuring the real value of employee advocacy

27:00 How to keep employee advocacy momentum going

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