Each year, unengaged workers cost U.S. companies between $483 billion and $605 billion. In today’s increasingly remote business world, your brand’s social media channels could be one of your company’s most important internal communication touchpoints.

From personnel to technology to advertising, a robust corporate social media presence won’t come cheap; and for many organizations, the return on investment can be difficult to justify.

If you’re evaluating the ROI of your current social media department – and deciding if or how to allocate precious resources – here are three important internal benefits to consider:

ROI 1: Meet Them Where They Are

When staff don’t have access to their desktop computers or work laptops, they’re never far from their smartphones. When they’ve “shut off” work for the night or long weekend, they’re lying in bed, scrolling Facebook or Instagram for news, entertainment, and personal connection. In fact, COVID-19 is driving more global social media use than ever before.

The first step to keeping staff engaged is to ensure they can easily access pertinent information about your organization. That inspiring driver story? The latest update from your CEO? Instead of asking stressed workers to search your Intranet or open yet another Friday morning email, put publicly-appropriate internal communications updates where your team is most apt to see them: their social media newsfeed.

ROI 2: Head Off Crises

Beyond external marketing and recruitment opportunities, think of your proactive social media presence as an insurance policy against potential staff-related PR crises down the road.

When employees feel heard, they’re less likely to take to other venues – such as Glassdoor or Yelp or Twitter – to air their grievances. Head off tough questions, thank staff for their feedback, and tag team members by name in brand posts, the same way you offer personal HR support to employees within your organization.

Compassion, consistency, and transparency in your social communications will sustain trust among staffers; this will be increasingly important as your business evolves, the world changes, and the unexpected continues to impact employees’ daily lives.

ROI 3: Give Them Something to Believe In

At a time when many employees are working longer hours, struggling to set boundaries between work and home, and aching to be a part of something bigger than themselves, your social channels can be a significant driver of corporate culture and retention.

Make time to give thanks to top-performers, recognize key departments or initiatives, and consistently echo your corporate mission to provide staff with a vision they can buy into over and over again.

Some leaders are reluctant to post to their brand accounts in a way that’s more approachable or unscripted, because they “don’t have all of the answers.” But engaged staff will forgive organizational missteps and give grace through information gaps, as long as they feel acknowledged, appreciated, and involved in the making of your company’s future.

Looking to add a social media pro to your team? Jess shares the number one trait she looks for in a stellar social media recruit. Click here to watch.

Jess Columbo is one of the country’s leading digital and social media experts. Her unmatched energy and insights have helped hundreds of executives and institutions build an online presence that’s impactful and sustainable.

Eager to learn more helpful tips for how to build a social media strategy and business growth? Register today for an upcoming Truckload Live Distance Learning offering by the Truckload Carriers Association:

• 1 p.m. ET Friday (September 4): Social Media Strategy for Professional Brand-Building and Business Growth; and
• 1 p.m. ET Friday, September 25: Optimizing Your Social Media Strategy (featuring Jess Columbo; Slalom Consultant Jessica Ferrell, and Maven and Muse Media Owner Jade Shebelski).

Learn more and reserve your virtual seat at www.truckload.org/events. TCA Profitability Program (TPP) participants can join at a discounted rate.

By: Jess Columbo, Digital and Social Marketing Consultant

Special to the Truckload Carriers Association