What is a social worker?
Social worker is a relatively new term. It describes the professionals of an organization that operate within a social business model. Social workers use digital tools for both internal workflow and collaboration and for external engagement with customers. (Source: Wikipedia).
I add that the approach of the social worker does not respond to a tactical model, but responds to a strategic one. The social worker is not created, detected, and trained through specific Employee Advocacy programs.
How does the figure of the social worker emerge?
One of the thrust elements of this figure is the slow but progressive implantation of corporate social networks. They emerge as an opportunity for employees to get to know each other better (especially in large or territorially dispersed organizations). But also so they can share content as would normally be done in a network like Linkedin, to talk about solutions to problems, to organize events …
How does the social worker connect with other professionals and the market?
The main tools that the social worker has to establish these connections are four:
Marketing in social networks, which also includes webs and blogs
Content marketing, whose rationale is based on the need for a brand to offer something valuable to get something of value in return. It is about telling stories, not announcements, events or banners.
Social marketing, understood as non-commercial actions designed to defend a particular social cause or denounce some unethical practice.
Social selling, which is the development of relationships through networks such as Linkedin, Twitter, Facebook, Pinterest … as part of the sales process.
Corporate employee social culture
As I said, the social worker is not something that should be forced or demanded, but there are many companies that are already taking this into account in their recruitment programs. In short, many prefer to choose a professional who moves well in digital environments.
Employee Advocacy training programs are almost non-existent in Spain and LATAM. On the one hand employers are afraid of endowing their employees with excessive power and on the other hand many employees fear being used by their companies for things that are outside their job description.
The truth is that both are wrong. For this to work you need a very open mindset on the part of the employer brand, but also on the part of the professionals. There is a very clear quid pro quo and huge advantages for each other.
Contacts and sales. By overcoming the problems of trust that can generate a brand, social employees achieve important results, such as increased connections and corporate web traffic. That, in short, translates into sales.
Prescribers. Another advantage is the generation of Brand Advocates, who are customers who have had a good experience with the brand and recommend it without asking for anything in return.
Humanization. The brand is humanized by using as spokespersons not advertising or RR.PP but people like us (peers) that connect with people in the market.
-77% of consumers are more willing to buy from a company whose CEO uses social networks (Source: MSLGroup)
-Social CEOs are perceived as better communicators than those who do not frequent social networks (55% vs. 38%, respectively) (Source: Weber Shandwick)
-Contacts developed through social workers convert 7 times more than the rest (Source: IBM)
-According to Gartner, companies blocking access to social networking for employees are down 10% each year. -50% did so in 2010 – less than 30% blocked networks in 2014. (Source: Gartner)
Sales representatives who use social media as part of their sales techniques sell more than 78% of the rest (Source: Forbes)
-72.6% of the sellers who use the social sale as part of their process surpassed the rest in sales and exceeded the quota with an additional 23% on average. (Source: Aberdeen Group)
-46% of social sellers exceeded sales targets compared to 38% of the rest (Source: Aberdeen Group)
-80% believe that their sales force would be more productive with a greater presence in social media (Source: Sales Management Association)
-More than 2/3 of companies have no social media strategy for their sales organizations. (Source: Triblio)
-93% of the commercials have not received any formal training in social selling (Source: Accenture)
-96% of sales professionals use LinkedIn at least once a week and invest an average of six hours There. (Source: Aberdeen Group)
-77% of B2B buyers said they did not talk to a salesperson until they conducted an independent inquiry over the Internet (Source: CEB) 36% of buyers said they did not participate with a sales representative Until after a short list of preferred providers was established (Source: Demand Gen Report) The average rate of appointments for “cold-door” calls is 2.5% (Source: CEB) The decision to purchase
-57% B2B buyers is prior to contacting a seller. (Source: CEB) Content shared by social workers gets an engagement 8 times more than content shared by brand channels (Source: Social Media Today) A social employee (brand ambassador) receives twice as much trust as a CEO. (Source: Edelman Trust Barometer 2014) – 92% of employees’ Twitter followers are unknown (and new) to brands. (Source: Cisco)
-Only 33% of shoppers rely on brands, while 90% of customers rely on product or service recommendations from people they know (Source: Nielsen Global Online Consumer Survey) Branded corporate messaging reached 561% more when shared with employees versus the same messages shared across the social networks of the brand (Source: MSLGroup) Brand messages are shared 24 times more when distributed through The employees vs. the brand (Source: MSLGroup)
– 98% of employees use at least one personal social network, of which 50% is already publishing there about their company and their brands. (Source: Weber Shandwick) 67% of employers and recruiters said that the recruitment process was shorter and 51% said it was less costly to recruit through referrals (social workers) (Source: Jobvite) Socially engaged companies are … (Source: Altimeter & LinkedIn Relationship Economics 2014)
– 57% equate activity in social networks with more sales opportunitiesA 20% is more likely to remain in the company
-A 27% feel optimistic about the future of their company
-A 40% believe that their company is more competitive. However, “disconnected” employees represent 74% of the company’s workforce. (Source: Tower Watson) The first phase is to identify those professionals of the organization Inclined to be part of these programs. It has its logic. You can not force someone who has an aversion to social networking to become a social employee.
The rest of the process includes a mixed training and consulting program. This is complemented by specific applications to facilitate the work of the social worker. But I throw a final tip: there is no social worker without social enterprise.