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How to Activate Your Employees As Social Media Advocates

Authors: Jay Baer Jason Spencer
Posted Under: Social Pros Podcast
Content Marketing Awards - 2022 Winner Badge - Best Podcast
Hosted By
Jay Baer

Daniel Lemin

Convince & Convert
About Social Pros Podcast:

Social Pros is one of the longest-running marketing podcasts in existence (10 YEARS and counting), and was recently recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.

Our purpose? Making sure that we speak to real people doing real work in social media.

Listeners get inside stories and behind-the-scenes secrets about how teams at companies like Google, Reddit, Glossier, Zillow, Lyft, Marvel, and dozens more, staff, operate, and measure their social media programs.  With 500+ episodes, the Social Pros Podcast brings the humanity of social media to the forefront, while providing incredibly useful marketing strategies that listeners can immediately implement.

Thank you to our sponsor ICUC Social.

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To inquire about becoming a guest, please email our Executive Producer, Leanna Pham, at

Content Marketing Award 2022 Winner

Apple Podcast Reviews:

The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

@Arlie K

This is absolutely an awesome listen for anyone in communications or social media!!


This podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!


Love the podcast - informative, in depth and spot on for any business size.


Jason Spencer, Social Media Community Manager at Humana, joins the Social Pros Podcast to discuss engaging nontraditional, uniquely qualified audiences by crafting a successful employee social advocacy program.

jason-spencer-instagramSocial Wellness and Advocacy

Being one of the first major healthcare providers to market on social platforms comes with its own unique set of challenges. From staying HIPAA compliant with protected personal information to keeping sensitive medical history out of public online spaces, social media is a minefield that many healthcare organizations avoid.
A combination of dedicated social customer care teams, a positive relationship with the legal department, and a formal employee advocacy training program has helped Jason maintain HIPAA compliance while cultivating a pool of pre-qualified prospects with a concrete connection to Humana.
He has also positively changed the perception of Humana’s brand by meeting customers where they are most comfortable online.
As a result of Jason’s tools and expertise, Humana has found a way to stay safe on social while keeping engagement flowing naturally which has given them a huge competitive edge up in the marketplace.

In This Episode

  • How the rise of social is leading to a huge shift in customer care
  • Why developing a good relationship with customers means closing the loop on social
  • How the well-thought out addition of a new platform leads to a changed perception of your brand
  • Why employee advocacy does not mean social selling


Quotes From This Episode

“As new and emerging social channels come about, we want to make sure that we are active in that space.” —@jasonwspencer
“We are seeing a significant increase of customer service on social channels.” —@jasonwspencer
Bots will never replace a real conversation, but consumers also want to engage with a bot. What does that handoff look like?” —@jasonwspencer
“Allowing associates to talk about the brand gives us more reach and engagement.” —@jasonwspencer
“We’re able to get our messaging in front of more people, a better-qualified audience that is going to care about what people are sharing.” —@jasonwspencer
We want to limit the Humana branded focused content, so we are not overwhelming employees or their followers.” —@jasonwspencer
“The more that they can put the shares in their own voice, the better.” —@jasonwspencer


See you next week!

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