How Does a "Social Infrastructure" Work?

Having a social business is a collaborative effort - and it’s a wonderful thing once it thrives.
Mary Liebowitz
August 4, 2014 - 3 min. read

When your social media plan to create a social business has paid off, the results are easy to recognize. A flourishing social organization delivers good content regularly, and is known to be a valuable source of industry information. Having a regular influx of stories, how-tos, reviews, and expert opinion is an enormous success, and encouraging employees to add and amplify on social channels until it becomes ingrained in company practice is the next big step.

A social beehive

Internally, a social business is as busy as a beehive, content-wise. Empowered employees are some of the brand’s biggest enthusiasts, and love sharing companies’ achievements, as well as their offbeat moments. By providing a personal facet to your brand, employees serve as curators of your culture and show off the talent behind your brand. Not only does it attract new recruits, eager to join the team, but it provides another visible dimension of what is behind your product. A company with enthusiastic, engaged employees has to be getting more than a few things right.


Here are our ideas for building up an active social business, based on our own incredibly energetic Falconeers team, and from what we’ve heard in working with some amazing social organizations – our customers.

How to build up an active social business

#1 – Activate your employees! Knowledge is power, and giving employees tips for best practices for each social channel will help them become optimized users. Sharing this information can be as creative as you like – I’ve seen slideshows, online videos that team members can watch at their convenience, brown bag classes, or just pointers shared over internal channels. We even offer workshops through our Premium offerings to boost your employees’ social skills.

#2 – Encourage your employees! Create specific hashtags for company engagement, create contests with fun prizes, follow their efforts, and call them out for their best work.

#3 – Inspire. Talk about the process behind your own social content, and highlight the great stories within your own organization. Share an events calendar so everyone can see where the company is attending or speaking, or just keeping an eye on out of their own professional interest. Give a class on how to take gorgeous photos or how to smartly craft 140 characters of text.

#4 – Empower. Real-time marketing and social content are in-the-moment. The former is a planned action, and the latter is often a more spontaneous act, apart from the highly-stylized content that takes time and thought. When your employees are being spontaneous and sharing moments from their day, they should be empowered to do so. Guidelines offer employees a layout of what is preferred and forbidden when sharing work-related info on social channels, so that they are free to share interesting, natural content with an understanding of what is ok. By sharing the dos and don’ts for your brand and keeping employees informed, you facilitate the best possible social sharing by some of your biggest supporters.

A thriving infrastructure

Once your social business is in place, you’ll see the progress of the stories you create and share as they are then shared, amplified, and added to by your team. Engagement will continue from the networks you’ve established, as well as those of your team members, growing into a fantastic, fruitful social infrastructure. Remember to keep updating your guidelines and sharing tips and ideas with your team for the best educated and empowered efforts.

How to inspire employee advocacy

Learn what employee advocacy is, and how it can extend the reach & trust of your brand.