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Thursday, April 27th, 2017 - 11:00AM - 11:40AM

From the C-Suite to the cubicle: How social media advocacy fuels employee engagement

The original idea of employee advocacy was an end-around to shrinking social media reach and engagement. Use employees to bust through the social media clutter. But as advocacy programs grow, they can – and should – be more.

Sure, enlist an army of advocates, give them awesome content and make it super-easy to share. But don’t stop there. Turn employee advocacy into the glue that holds together everything you do as a brand – from executive and internal communications, to marketing, talent development, recruitment, community and media relations, and more.  

Along the way, your people will build social media acumen – from the CEO to the front-line employee. And they will be more engaged, understand your company’s culture better, and help humanize your brand.

In this session, you’ll learn how employee advocacy can: 

  • Help with the nuts and bolts of your marketing – like increasing brand understanding while also driving valuable earned media and referral traffic
  • Humanize your brand through trusted employee social media connections
  • Educate and engage employees about company culture – and your mission, vision and values
  • Sync more closely with internal communications and external marketing efforts
  • Build social leaders in your organization


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Tom Buchheim
Executive Social Media Advisor
American Family Insurance

About your Presenter

Tom is a leader in corporate communications, social media and digital marketing. He developed one of the first and most successful "Social CEO" programs in the social media era, providing counsel to the American Family Insurance CEO and senior leadership team. In 2016, he developed the brand’s first employee advocacy program.

 

Tom isn’t new to social media. He helped establish AmFam’s social media presence in 2009, and along the way he and his team earned national awards for content strategy and execution. In his current role, Tom also serves as social media director for the American Family Insurance Championship, a PGA Tour Champions event.

 

Passionate about writing, Tom publishes regular blog posts at FourthAnd140.com, with a curious eye on trends and news at the intersection of sports and social media. He serves his alma mater, Wartburg College, in an alumni leadership role and as a member of the college's Board of Regents. Tom and his wife, Jill, have two teenage children and live in a suburb of Madison, Wisconsin.

Executive Social Media Advisor

American Family Insurance

 

Bio:

Tom is a leader in corporate communications, social media and digital marketing. He developed one of the first and most successful "Social CEO" programs in the social media era, providing counsel to the American Family Insurance CEO and senior leadership team. In 2016, he developed the brand’s first employee advocacy program.

 

Tom isn’t new to social media. He helped establish AmFam’s social media presence in 2009, and along the way he and his team earned national awards for content strategy and execution. In his current role, Tom also serves as social media director for the American Family Insurance Championship, a PGA Tour Champions event.

 

Passionate about writing, Tom publishes regular blog posts at FourthAnd140.com, with a curious eye on trends and news at the intersection of sports and social media. He serves his alma mater, Wartburg College, in an alumni leadership role and as a member of the college's Board of Regents. Tom and his wife, Jill, have two teenage children and live in a suburb of Madison, Wisconsin.

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