[Episode Twenty of ‘The Employee Advocacy and Influence Podcast] 🎧👇
The Power of Scheduling Content
Organizations all over the world in every sector are driving strategic competitive advantage by scaling the impact of their employees’ voices… and now YOU can too! As we delve beyond the why and get straight to the how so that you can put employee-driven growth at the heart of your organization.
Hosted by employee advocacy practitioner and CEO of DSMN8, Bradley Keenan.
How Scheduling Helps Avoid a Usage Dropoff
Scheduling, is really, really important. And the reason why it’s important really came to my mind this week because last week, I was on holiday, and I came back in and had Monday morning blues a little bit because I had got used to being away from the business. So I wasn’t active, I wasn’t posting on social, or I was posting on social, but it was all scheduled, and I was out of the flow. The habit wasn’t there, and then I come back in on Monday, and I’m kind of like, all right, we’ll go get this thing going again.
So, the reason why scheduling is so important when it comes to Employee Advocacy is that when we’re asking for people to participate in our program, this isn’t their core job, and it’s unlikely that they’re being paid to do it. So if you rely on somebody forming a new habit and that habit being religiously going in and posting potentially once a day, even if it’s twice a week, in fact, twice a week it becomes harder because it’s harder to form a habit of something you do twice a week rather than something you do daily. It has a habit of falling by the wayside because either holiday gets in the way, and you come back just like I did this week and you don’t know almost what your job is, and you kind of have to do a recalibration before you get going.
But work gets in the way and not gets in the way in a bad way. Work is the core thing that we do. So if something happens in the business, there’s something that requires the advocate’s attention. Then it’s likely that the process of sharing content actually becomes secondary, a second priority. And once you stop doing something for a period of time, it’s like going to the gym. If you don’t go for a couple of weeks, then it’s harder to reset.
Work Smarter With Evergreen Content
And the reality is that most of the content that people produce is what we would class as evergreen. Of course, there’s content that is time sensitive. We’re talking about a webinar that’s on Thursday as an example, but on the whole, most content that people produce, I think about 70% of it when we look would be considered evergreen, meaning it doesn’t matter whether you share it now or you share it in 3 weeks time or even in 6 months time in some cases.
So both for an administrator and for a user, there’s a huge amount of power in instead of using Employee Advocacy every single day, using it either as part of a weekly or even a monthly process.
So the way that I use my socials is I typically post every single day and I will probably schedule two weeks in advance. And the only things I will post on the day are things like the podcast, what we’ve just produced there. But even the podcast, we’re producing that in batches of maybe 2 or 3 at a time. And then essentially, I do this, and I talk for a few minutes, and then I don’t have to do it again for a few weeks. So it’s just a smart way to work.
Evergreen Content and Scheduling Make Social EASY
Now, the other reason why scheduling becomes more important is if you look at scheduling in a smart way. So if you have a large group of employees and you have content being produced, then the last thing you want is all of those people sharing the same content on the same day.
So before you launch a program, you should have a significant amount of content already in the program. And we recommend 4 pieces of content per week, per 100 active users. So if you’ve got 200 people in the platform, then you need to be putting 8 pieces of content in a week. But before you launch, you really want maybe 20, 25 pieces of content in there that are considered evergreen, that somebody could go in and say, you know what, I’m going to pick the 8 pieces of content that are right for me, and I’m going to schedule that over the next month.
The other reason why that’s important is that when you get busy or stressed and other things get in the way, then you naturally do the things that you know need to be done to fix that immediate problem. So the consistency comes from scheduling.
When you’re in a good state of mind and what happens is as you then distribute that content through some kind of scheduler, then the positive reinforcement is going to come back to the user. Because even though on that day they don’t feel that they want to share, they’re still getting the positive signals from their audience. And again, it’s as important for users as it is for administrators because the same problem happens for the administrator, but actually could be even worse because they have to be putting content into the platform every single day in some cases.
Senior Marketing Manager and Employee Advocacy Program Manager at DSMN8. Lewis specialises in content strategy, growing brand visibility and generating inbound leads. His background in Sales lends itself well to demand generation in the B2B niche.