Workers who use social media are among the most positive voices online and almost half of them would strongly recommend their company’s products and services. This is the finding of a recent Forrester Research study: Do your employees advocate for your company?
Forrester surveyed 5,519 information workers across the US and Europe. The researchers ‘s methodology was to ask, on a ten-point scale, “How likely are you to recommend your company’s products or services to a friend or family member?” The study counted people as promoters if they rate this a nine or ten, neutral if they rate it a seven or eight, and detractors for zero through six. Key finding included:
- Almost half (49%) of information workers are detractors, and only 27% were promoters.
- Canada had the best scores and France, the worst. But even in Canada, there are more detractors than promoters.
- Directors, VPs, and executives are net promoters, but individual workers and managers/supervisors are net detractors.
- Among US workers, the best scores are in design, HR, and sales. With a net score of -10%, marketers are actually more likely to be detractors than promoters for their own products.
- Customer service workers are among the most likely to be detractors, a worrying finding considering they are in the front lines.
Resistance is futile. Your employees are already on Facebook, Twitter and any number of online social networks. The key is to get the essentials of your business right, and to be seen to do so by those who work for you. It’s folly to waste the fantastic opportunity to have your highly-motivated, loyal team members as your key online allies.