How to Activate Employees With a Show-and-Tell Social Media Strategy

Leave Room for Spontaneous Content!

Content strategies, editorial calendars, best practices, tactics—terms like these are everyday words to social marketers around the world because success on social takes a lot of planning.
However, many marketers get caught up in the planning and strategizing, leaving no room for spontaneous content that consumers can really connect with. There is a balance to be achieved between planning your calendar and being able to jump on stories as they happen, as Eileen Burmeister and her team at APS have learned.
Consistency is crucial, so having a planned-out editorial calendar can help you ensure you are regularly delivering content. But as Eileen puts it, your scheduled content should be the bones of your strategy while leaving space for spontaneous content. By leaving room and having a willingness to push aside or even abandon planned-out ideas, you can build a real, living, breathing relationship with your customers.

In This Episode

• 05:04 – How APS uses Community Affairs Managers to engage with micro audiences on a regional level.
• 09:55 – How different teams can work together to manage customer support effectively.
• 12:05 – How APS enables employees to communicate with customers.
• 21:30 – How to balance employee and customer-generated content for photo storytelling.
• 24:02 – Why a planned-out editorial calendar should leave room for spontaneous content.

Quotes From This Episode

“Customers don’t really care about the weeds. We try to give employees messaging at the level that people care about.” — @EBurmeister
“Don’t ever speculate on social channels. If you don’t know the answer, then don’t say anything.” — @EBurmeister
A rule of thumb that I always run any social media post by is, Who cares? Why should I even care about this picture, this video, or this offer? Share on X

Resources

• Get The Complete Guide to Social Media for B2B Marketers for free here.
• Check out SocialMedia.org and find out if you can benefit from joining the community!