Social media marketing has become a powerful tool for businesses of all sizes in reaching prospects and new customers. No matter who you are, or what industry you’re in, your customers are already interacting with brands through social media. Great marketing on social media can bring remarkable success to your business by creating devoted brand advocates and driving leads and sales. Bottom line: if you’re not speaking directly to your audience through social platforms like Facebook, Twitter, and Instagram, you’re missing out!
Humana is an American health insurance company based in Louisville, Kentucky who recognizes the importance of brand advocacy from employees on social media. Humana incorporated employee social media advocacy as part of their social media strategy. Humana used employee advocacy as part of their content pillars content sharing not only for brand awareness and to drive campaigns, but to also optimize your organic reach. Forty percent of Humana’s content is branded and Sixty percent is health and well-being content, which allows employees to grow followers and become influencers in the space. So when employees share Humana’s content, they have a more qualified audience. (Heine, 2017) As of 2014 Humana has had over 13 million customers in the U.S., reported a 2013 revenue of US$41.3 billion, and has had 51,600 employees. In 2013, the company ranked 73 on the Fortune 500 list, which made it the highest ranked (by revenues) company based in Kentucky. It has been the third largest health insurance in the United States. (Wikipedia, 2017)