Social media can be a powerful if used correctly, and employers could utilize the platform to motivate their employees and establish a better brand status.

At the Social Media World Forum (SMWF) in New York City, Social Arts and Science Institute CEO and co-founder Liz Bullock moderated the "Empowering Employees to Create Brand Reputation" social learning lab session featuring three professionals participating with guests and in a panel discussion. Joining Bullock was Adobe's head of Social Business Center of Excellence Cory Edwards, State Street vice president of interactive and social media Kristie Helms, and Intel Corporation's head of buzz marketing for new business Scott Jaworski.

Off the bat, Bullock, Edwards, Helms and Jaworski were asked to define what is employee advocacy.

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"The role of the employee is fundamentally changing," Bullock said, adding there is a connection among brands, employees and the consumer. "Build a closer relationship to the customer."

For Helms, social advocacy in State Street has similar roots to the Occupy Wall Street movement. She added interaction is needed, and one way to do it is in being social.

"We need to lift the veil and make it a transparent organization," Helms said.

Edwards stated brands must recognize the value employees bring to the table as a trusted advisory. He said employees must be active and "speak comfortably on behalf of the organization."

Intel's Jaworski noted brand identity and brand reputation is important for a company. Although marketing teams usually handle the two aforementioned aspects, employees can play a role and help shape the brand.

For the next 20 minutes, six groups were tasked to brainstorm ideas based on various scenarios, such as strategy, training, content, measurement, and rewards and recognition.

One group, known as group two, were tasked on how to identify and recruit employees to participate in a brand's advocacy program. Launchpad's senior social community manager Angela Woronick, Brandwatch's sales support Patrick Wojcik, and Reebok's U.S. social media associate manager Mackenzie Leahy teamed with Helms to establish ideas brands can utilize. The group pinpointed the importance of seeing who among a brand's employees are already involved in social networks and key those that are.

"See which employees are most engaged and influential in social media," Woronick said, adding gamification through challenges, contests, and loyal rewards programs can further entice employee participation.

According to Bullock, packaging a program can help employees feel part of a brand, such as Intel's Smart Squad.

Recognizing an employee's work outside the company, such as involvement with Habitat for Humanity, can be an aspect for a brand to spotlight.

Other working groups discussed the role of guidelines and ethics of using social media, more on what they can post rather than not publish.

Helms stated it is important to build a social media presence since potential customers will be on platforms such as Twitter and Facebook. She added that one of the biggest lessons learned is to "always speak to the audience you're trying to speak to" and know your audience.

Adobe's Edwards stated employees were more interested in using social media than his company's executives. He said he had to persuade executives to be engaged in social media.

Jaworski said expectations should be set among a brand's advocates and influencers.

"You're going to hit some bumps in the road. Just make sure you're on top of it," he said, noting all employees should learn what they're suppose to be doing. "You're going to be in a better place if all know what's happening."

Bullock concluded the session by saying, "Employees might not fully understand how powerful social media can be," and should be taught about personal brands and judgments.

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For the latest updates, follow Latin Post's Michael Oleaga on Twitter: @EditorMikeO or contact via email: m.oleaga@latinpost.com.

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