What exactly is the difference between social selling and employee advocacy?
Simply put, it’s the difference between sales and marketing.
Employee advocacy is based on a simple and compelling idea: that employees should use their social networks to amplify the company’s brand messages. Social selling is based on a different simple and compelling idea: that salespeople should use social networks to source, advance, and close deals.
So that’s the short answer. If you’re ready for more detail, let’s peel the onion a little further. Download this short guide to leveraging Employee Advocacy on Social.
Employee advocacy focuses on top of the funnel. It’s a general ‘brand awareness’ approach, so it’s not likely to be attributable to inbound leads. At least not that you can quantify! Advocacy often gets overlooked because measuring ROI is nearly impossible. But it’s value cannot be understated. The more people in your company who shout your praises and put your brand in front of their network, the better off your business will be.
Now, if you want to tap into social and go beyond simply amplifying your brand, social selling is the answer. With the proper tool and guidance, a rep can take social selling best practices to generate leads, accelerate pipeline, and increase deal conversion rates.
It’s not one-size-fits-all. These are different ideas. Both good ideas, just different. It depends on what you’re trying to accomplish.
In the ideal world, a company will include both employee advocacy and social selling in their overall social strategy.
Interested in learning how you can use social to increase in deals and pipeline acceleration? Contact us.