Team Social Media Strategy &
Employee Advocacy

If your business relies on trust, visibility, and word-of-mouth—your team needs to be part of your brand strategy.

These programs are built for small businesses that want to grow their online presence, attract more customers, and create a stronger connection between their people and the communities they serve.

Choose from a Half-Day Workshop, a 90-Day Implementation Plan – or both!

WATCH THE REPLAY!

Thank you so much for joining us for the Social Media is a Team Effort Lunch & Learn! We learned so much from your participation, and we hope this session added value to you. Here's the replay in case you missed it or need to go back and take notes!

At the end, we shared the exciting opportunities below. Let us know which one will best serve you and your business!

Half-Day Employee Social Media Strategy & Advocacy Workshop

A focused half-day (4-hour) workshop at your location or virtually.

Map out your employee-led social media strategy in a structured yet flexible way. It addresses the immediate pain points that many local businesses face today – lack of time, lack of know-how, and lack of reach – and turns those around by leveraging one of your greatest assets: your people. You’ll come out of it with a clear plan that, if followed, can lead to:

Expanded reach at low cost,
Customer trust, and
Measurable results and revenue growth - Companies that adopt structured employee advocacy are more than twice as likely to be high-growth firms –20%+ revenue growth.

AUGUST 15 IN-PERSON WORKSHOP »

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The Business Case

Audit & Current State Review

Strategy Planning Session

Employee Advocacy Training

Content Planning Session

Policy & Guidelines Development

Tools & Best Practices

Q&A and Action Plan

Outcomes & Deliverables: By the end of the workshop, your business will have:

A documented social media strategy tailored to your business goals and customer base. This is essentially your roadmap for the next quarter – no more ad-hoc posting, you’ll have clarity on what to do and why.
A 90-day content calendar (with flexibility built-in) populated with post ideas, themes, and a posting schedule across “your social media channels” (whichever platforms are relevant for you). This calendar is a huge time-saver and ensures consistency.
Employee advocacy plan & guidelines: You’ll walk away with an initial employee advocacy program outline – which team members will be involved, how often they’ll be encouraged to share, and what incentives or recognition you might use to keep them engaged. Plus, you’ll have a basic social media policy covering employee participation. This sets up the leadership framework for you to lead the program confidently.
Team alignment and enthusiasm: Perhaps most importantly, your leadership and staff will be on the same page. We’ll have transformed skepticism or confusion into enthusiasm – your team will understand how their social media efforts help the business and feel motivated (employees often take great pride when they’re trusted as brand advocates). This cultural alignment is something many businesses lack; you’ll have a head-start in cultivating a pro-social media culture.
Knowledge & Confidence: Owners/Managers will gain confidence in leading social media strategy (no longer feeling “in the dark” about digital marketing), and employees will gain confidence in participating. Everyone will know what to do next and how to do it. Instead of dreading social media, you might even start to enjoy it as a team initiative.

90-Day Social Media Strategy Implementation Program

Duration: 90 days (approx. 3 months). This is a comprehensive implementation engagement where we work with you over three months to execute and embed a full employee advocacy-led social media program for your company.
Approach: Choose between Done-With-You and Done-For-You options to best suit your team’s availability and preference. Both options include structured phases and deliverables over the 90 days, ensuring by the end of the program your social media presence is thriving and your employee advocacy system is running smoothly.

Month 1 – Strategy Refinement & Setup

Month 1 – Strategy Refinement & Setup: We kick off by taking the high-level strategy (from the workshop or a fresh strategy if none exists) and tailoring it deeply to your business. This includes:

Social Media Audit: A thorough review of your current social media profiles on all platforms you use (and identifying any platforms you should use based on your industry). We clean up and optimize profiles (consistent branding, updated info, keywords for local search, etc.).
Content Plan Finalization: We refine the 90-day content calendar. If you have multiple platforms, we decide which content goes where and how often. For example, a landscaping company might prioritize Facebook and Instagram for local visuals, whereas a B2B printing company might focus on LinkedIn. We make sure the plan fits your real-world workflow (e.g., if taking photos is hard for you, we might schedule a photoshoot early on to gather images).
Employee Onboarding: We hold an initial team meeting/training with your employees (those who will be involved in advocacy). Here we reiterate the goals, set expectations (e.g., each employee will share or create at least X posts per month), and ensure everyone has access to whatever tools we use. We might introduce an easy way for employees to get content (such as a shared folder of images or pre-written sample posts they can personalize). This meeting gets everyone on board and excited, turning strategy into a team effort from day one.
Leadership Check-in: We work closely with the business owner/leader to align on messaging and any approvals needed. Leadership involvement is key – for instance, we might draft a kickoff social media post for the CEO/owner to publish, announcing the company’s new social initiative (showing that leadership is leading the charge – remember, that significantly boosts program success). We also finalize the social media policy/guidelines if it wasn’t completed earlier, and get leadership sign-off on it to enforce going forward.
Baseline Metrics Set: We record your starting metrics (followers, average engagement, baseline website traffic from social, etc.) so we can measure growth at 30, 60, 90 days.

Milestone at end of Month 1: All groundwork laid – content is planned, the team is trained on basics, and social accounts are optimized. You’ll likely already see a spark of momentum (perhaps a “re-introductory” post about your business gets shared by employees and gains higher reach than usual, indicating early success).

Month 2 – Active Implementation & Campaigns

Month 2 – Active Implementation & Campaigns: This is the execution-heavy phase where the plan comes to life.

Content Creation & Posting: We (either our team, or your team with our guidance, depending on the option) begin publishing content regularly according to the calendar. Posts will go out on your social media channels consistently (e.g., 3-5 times per week, or as appropriate). We’ll incorporate a mix of content types to keep things engaging – for example: informational posts, behind-the-scenes photos of employees at work, short videos or stories from the field, customer testimonials, and perhaps interactive posts (like polls or Q&As) to spark engagement. All content will be branded and aligned with the messaging we set.
Employee Advocacy Routines: We set up the rhythm for employee participation. For instance, every time a new post is published on the company page, we might encourage employees to like/share/comment on it. We could establish a weekly “share prompt” – e.g., on Fridays, we remind the team to share their favorite post of the week or post their own work highlight. We keep it fun and not burdensome: perhaps introduce a little friendly competition or recognition (such as a shout-out to the “Social Media Champion of the Month” – the employee whose posts got the most engagement). This month is about forming new habits for your team’s social media use. If anyone is struggling or shy, we’ll work with them one-on-one to overcome issues (maybe an employee isn’t sure how to connect their personal account, or needs help wording a post – we’re there to assist).
Monitoring & Community Engagement: As content goes out, we monitor the reactions. We respond to comments or messages on your pages (or guide your team to do so promptly). Quick, authentic responses to any engagement are important to show your audience that you’re attentive. If a post about a home repair tip gets comments like “Great tip!” or questions, we make sure those get answered and appreciated. Should any negative feedback appear, we’ll help craft professional responses. Basically, we manage (or teach you to manage) the community interaction side, which is often something small businesses neglect due to time – but it’s where relationships are built.
Mid-Point Review: Around the middle of Month 2, we do a review of performance so far. We gather data on which posts performed best (perhaps that video of your team at a community event doubled your usual reach, or employees’ personal posts are getting lots of comments from their friends). We meet with you to share these insights. This review serves two purposes: (1) Validate success – you’ll likely see clear indicators like increased engagement, which builds confidence that the effort is working; (2) Optimize strategy – we may adjust the content calendar for Month 3 based on what we learn (focus more on the content types that got results, tweak or drop the ones that didn’t). This agile approach ensures the remaining phase delivers even better outcomes.

Milestone at end of Month 2: Consistent social media activity is in full swing, employees are actively participating, and you’re starting to see engagement growing. We’ve ironed out any kinks (like someone forgetting to share – by now it’s becoming routine). You should also start noticing external benefits – maybe an uptick in calls or store visits from people who mention your posts, or new partnerships opportunities because another local business saw your content.

Month 3 – Optimization, Handover & Sustainability

Month 3 – Optimization, Handover & Sustainability: In the final month, we concentrate on locking in the gains and ensuring you can continue successfully after day 90.

Advanced Engagement Strategies: We introduce a few advanced tactics tailored to your situation. For example, if your audience has grown, we might experiment with a small targeted social media ad to amplify a high-performing post (stretching your dollar further now that we know what content works). Or perhaps we launch a simple referral campaign on social – e.g., encouraging followers to tag a friend for a chance to win a free service – to capitalize on your new engagement. If your employees have been doing great, we might organize a fun challenge in this final month (like “each employee share one throwback story about a project – we’ll vote on the best one”). These tactics aim to boost reach and leads even more, riding the momentum we’ve built.
Measurement & Results: As we approach day 90, we compile the final results. We compare metrics from start to end: For example, you might see your Facebook page followers doubled, average post reach went from 100 people to 1,000+, engagement (likes/comments/shares) grew significantly, and your website saw more traffic from social media. If sales or inquiries can be tracked, we’ll note any increases (some clients directly attribute new sales to our social media efforts – we’ll document any such wins). This final report is concrete evidence of growth, which we’ll review with you. It not only proves ROI but also highlights which channels and content types drove the best results for your business.
Team Capability & Handoff: A critical part of Month 3 is making sure you and your team are ready to continue without us (if you choose to). We create standard operating procedures (SOPs) for your ongoing social media and employee advocacy activities. This might include a content creation checklist, a calendar template for future use, guidelines on who oversees posting going forward, and how to onboard new employees into the advocacy program. We also hold a final training session (or “capstone” meeting) with your team to recap best practices and answer any remaining questions. Each team member will know their role moving forward – whether it’s the office manager who will schedule posts weekly, or a sales rep who will continue sharing updates on LinkedIn, etc. Our aim is that the social media momentum doesn’t drop off after 90 days; instead, it becomes a self-sustaining part of your business routine.
Optional Next Steps & Scale: We’ll advise on how you can continue to scale your social media presence beyond the 90 days. For example, if during the program you found success on a certain platform, we might suggest advanced strategies for it (like starting a LinkedIn newsletter, or a YouTube how-to series, etc., as appropriate). Or perhaps exploring an employee advocacy tool if your team grows. Even if you don’t engage further services, you’ll have a roadmap of ideas for the future. We essentially want you to feel that social media marketing and employee advocacy is now a strength of your business, not a weakness.

Milestone at end of Month 3: You have a well-oiled social media & advocacy program in place. The fear or uncertainty from 3 months ago is gone – replaced by confidence and concrete results. Your team is enabled to carry on the work, and you have the knowledge to lead them. We transition to a supporting role or conclude the engagement knowing your business is set up to continue growing its online presence.

Business Case: How the 90-Day Program Leads Growth and ROI

Your 90-day implementation plan is structured to deliver real business outcomes, not just vanity metrics. Here's how:

Significant Boost in Online Visibility: Expect a substantial increase in your social media following and engagement. Many companies see their total impressions (views of content) grow many-fold. For example, employee-sharing alone can raise brand awareness by over 500%. For a local business, this might mean thousands of extra people in your community are seeing your brand messages. This expanded reach is like turning on a new marketing channel – one that keeps growing through network effects. More visibility tends to lead to more inquiries: we anticipate you’ll notice upticks in calls, website form fills, walk-ins, or however you get leads, as more people become aware of and familiar with your business.
Trust, Credibility & Local Word-of-Mouth: Over 90 days, by consistently sharing valuable content and humanizing your brand (with employees’ faces and voices), you build a reservoir of trust with your audience. In service industries, trust is everything – people want to hire businesses they feel good about. Now, instead of just seeing an ad or a business page post, potential customers see their friend or neighbor (your employee) talking about your company in a positive light. That’s digital word-of-mouth at scale. Considering 83% of people are more confident in a product or service when it’s recommended by someone they know, this advocacy approach directly feeds that dynamic. By the program’s end, you’ll have dozens of personal endorsements circulating through your employees’ networks. This not only brings in leads, it shortens the sales cycle – new customers come in pre-sold on your credibility.
More Leads and Revenue Potential: Our ultimate goal is to help you increase revenue. While marketing always has many variables, employee advocacy programs have a strong track record: 64% of companies with advocacy programs report attracting new business leads directly through those efforts. We expect that during the 90 days, you’ll gain new customers as a direct or indirect result of the heightened social media activity. Even if some benefits like brand awareness are somewhat intangible initially, we tie our work to business metrics as much as possible – e.g., if your web traffic or incoming calls increased during the program, that’s part of the ROI. Over a year, a sustained advocacy program can contribute to significant revenue growth. In plain terms, more people knowing and trusting your business = more sales opportunities, and we set that in motion for you.
Reduced Marketing Costs (High ROI Marketing): Small businesses need cost-effective marketing. One reason we champion employee advocacy is because it’s extremely cost-efficient compared to traditional advertising. You’re leveraging platforms that are free to use and the networks your team already has. In fact, studies show that content shared by employees can lead engagement at a fraction of the cost of paid ads. By the end of the program, you might find you can achieve the same or better reach than a paid campaign – without the hefty ad budget. This improves your overall marketing ROI and profitability. Our program helps you replace or supplement expensive outreach with organic growth, boosting your profit margins on new business gained.
Stronger Company Culture and Employee Performance: A side benefit that directly affects your bottom line is improved employee engagement. Throughout these 90 days, your team isn’t just passively working; they are actively involved in a growth initiative. This often has transformative effects on culture: employees feel proud to see the company’s positive posts and to contribute to its success. We’ve seen quiet team members become more outspoken brand champions. This matters because engaged employees tend to perform better and stay longer. Companies with highly engaged employees can outperform others by over 200% (in various performance metrics). Plus, if hiring is in your plans, having an active, positive social media presence makes you more attractive as an employer – you’re showing that you’re a forward-thinking, people-centric organization.
Leadership and Systematization: Finally, from a leadership standpoint, by completing this program you will have demonstrated strong leadership in modern marketing. You’re not doing random acts of marketing; you’re implementing a structured, innovative strategy. This impresses not only your employees but potentially other stakeholders (investors, partners) that you’re adapting to the times. Importantly, you end up with a system – a repeatable model – that you can continue to lead or even delegate because it’s well-documented. Good leaders put systems in place so the business can run efficiently; that’s exactly what we achieve for your social media and advocacy. The real win here is that the system we implement continues to yield results well after the 90 days. You’ll have turned a once-problematic area (social media marketing) into a strength with minimal ongoing cost. The payoff in growth and profit will continue accruing, making this an investment that keeps giving returns.

Bottom line: This 90-Day Implementation Program is designed to embed a revenue-driving, employee-powered marketing engine in your business. We’ve structured it to tackle the exact pain points local businesses face today – from lack of time and strategy to difficulties with execution and measurement.

By choosing either the Done-With-You or Done-For-You path, you get a solution tailored to your management style and resources. Both roads lead to the same destination: a thriving social media presence that grows your customer base, an engaged team that amplifies your brand’s reach and credibility, and a concrete boost to your business’s bottom line. Let us help you lead this transformation – the results will speak for themselves in increased visibility, customer trust, and ultimately, higher profitability for your company.

Want a Private (Your Business Only) Workshop or 90-Day Strategy & Implementation Service for Your Team Social Media?

Or not sure which option to choose? Book a call with Lane Jones.

Contact Lane Jones »

Team Social Media Strategy & Employee Advocacy