There is a lot to be said on the matter, but bottom line social marketing is about getting your message to resonate with the right people and engage with them in a meaningful way. It not about shouting your lungs out and hope for the best.
Be it driven by technology, social media is first and foremost about human interaction. Companies however are not human. They need their employees to act on their behalve. And so, if you want your employees to be passionate about your company in social media, they will need to share the same believes (purpose, mission and vision), thus creating your company’s unique tone of voice.
Therefor, stop creating a ton of noise. Instead, have your employees listen to our believes and reach out when you have a solution to offer.
We’ve tried to capture it in a single image: