. The goal was to increase brand awareness and promote its expertise to attract business. In 2022, the company's social media reach hit 81 million with an earned media value of $2.5 million, Whalen said., companies that encourage sales teams to share content on social media generate more leads and are more likely to exceed their sales quotas.
"We really wanted to make sure that folks could come engage with it, add their perspective, and share it how they see fit," Martinez said, adding that the company doesn't require or incentivize employees to participate."You have to remove the friction for people to receive the news and be able to share it."
"We knew our strongest ambassadors were right inside our walls, and we needed to enable them to feel empowered by sharing and creating top content for them to share on their social channels," she added. He suggests surveying or talking to employees about the social conversations they're most interested in having about the company.