Why and how to yield your social media account to employees
Follow the lead of GE Power and other organizations by temporarily turning over your online feeds to in-house brand advocates. Consumers will respond to the fresh voices and authenticity.
Social media might conjure thoughts of hip, young influencers running an Instagram account for fashion brands.
GE Power recently showed how an industrial company can obtain strong results by letting employees control its social media accounts.
The company temporarily replaced its name on its social media profiles with the employees’ names and faces, and four GE Power employees temporarily took over and “owned” the company’s Facebook, Instagram and LinkedIn profiles. The employees—three engineers and a welder—took turns giving behind-the-scenes insights into how the company builds, tests and repairs its gas turbines.
The takeovers drove the most positive engagement for GE since 2017, Adweek reports. It reached second place on LinkedIn’s weekly top performers list in the business, industrial and manufacturing category that week, and it achieved a 1.9% click-through rate, Adweek reports.
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