In the early days of social media, people sought to find a different way to manage their online presence. Hootsuite entered the picture and seemingly has dominated the conversation (pun sorta intended). But while the service has been limited to just social media and community managers, along with online marketers, what’s next to help increase a company’s exposure? How about getting the entire company on board?
To that end, Hootsuite has launched an employee advocacy application called Amplify that helps create evangelical employees throughout social media. Companies can leverage its front-line employees, like sales people, to empower them to advocate on their behalf.
Ryan Holmes, Hootsuite chief executive, told VentureBeat that social media managers are now encountering a problem where they don’t know how to get people to share their content. Right now the current way is done through email (you know the ones: “Please share this blog post on Twitter/Facebook/Google+”) and those don’t often have a great conversion. What’s more, the employees don’t often know what’s going on with the company. Hootsuite Amplify is trying to connect the dots for everyone.
“Employees want to actively contribute to an organization’s success,” Holmes said ina statement. “Amplify makes it easy for employees to share approved content with their own social networks, empowering them to be advocates who are engaged and connected with their company.”
What Hootsuite is doing with employee advocacy isn’t exactly a new idea. It’s following in the footsteps of services like Addvocate, LinkedIn, SocialChorus, and others that have sought to tackle this issue. But Holmes remains unmoved and said that he’s heard from CEOs who have asked for a way to empower their support, sales, and front-line employees to be more engaging. He believes that the main differentiator is not only the Hootsuite brand reputation, but also Amplify’s “low-frills and very easy-to-use” concept. It’s made for regular users, not the power users — if you are the latter, then you should use Hootsuite’s main service.
How Amplify works is that employees authenticate their social media profiles with the app and then wait for notifications that there’s content to be shared. There’s no algorithm involved in determining what content is shared — Holmes says that it’s all curated by hand. To make the employee more comfortable with the technology, Amplify doesn’t feature Hootsuite branding. Instead it’s a white-labeled product so there’s more a connection with the brand.
That’s it, no real fancy bells and whistles involved, just an application that helps all employees figure out how to help spread news about their company, whether it be photos, videos, blog posts, announcements, and more.
Holmes wants everyone to know that Amplify is an extension of the Hootsuite mission as it relates to furthering online content. Initially the company was about helping with early dissemination through social media channels (e.g. Twitter, Facebook, LinkedIn, and Google+). And now it’s all about amplification whereby it now takes a village for a company to get a message across.
The expectation of Amplify’s introduction is that it’ll facilitate Hootsuite’s entry into companies that have up to hundreds of thousands of people all eager to be online evangelists for the firm. Certainly a good place for a company with nearly $285 million in venture capital to move into next.
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