How to Get Your Employees to Use Social Media for Business Development


Social media is an underutilized tool (and a gold mine) for business development. While it may not have the answers to every problem, it can be a great way togenerate leads and stay visible 24/7 whenever buyers are looking for you. 

Put the power in their hands.

We recently conducted a client training session on social media and incorporated a game to get employees with all levels of social media knowledge interacting with each other, sharing knowledge, connecting and posting more freely. The game resulted in five new RFPs the firm would not have otherwise known about as well as a great new client — thanks to the quick thinking of one of their administrative staff!

Read a Case Study here.

The game was designed to make participants aware of the variety of social media (and other marketing resources) available and encourage them to participate at a slightly higher level than they have been (which could mean anything from checking their LinkedIn account more than once a year to following reporters and editors on Twitter). Because employees played in teams, it was a good way for them to see what their peers were using and to get used to sharing each other’s updates. We invite you to have your employees play this game as a new or refresher course in social media.

Try the following “challenges” with your team:

  • Find Twitter handles of local business media (1 point for each handle)
  • Send/ accept LinkedIn invites to/ from relevant industry connections (1 point for each connection)
  • Find relevant articles/ firm news and post, retweet or repost (1 point for each)
  • Comment on or like the posts of clients, referral sources or prospective clients (1 point for each)

Give prizes to those with the most points at the end of the month.

Twitter has become a great tool for local business media which is why so many reporters and media outlets are using it. In the time allowed, participants found a total of 70 handles (such as @TCBmag for Twin Cities Business). Twitter is a great way for professionals to gather industry news and stay current on reporters and what news they are covering. This exercise showed how easy it is to find these handles to stay on top of what everyone is talking about.

Connections on LinkedIn have meant new business and recruits for many individuals and businesses. By completing this exercise, participants suddenly had new connections (700 to be exact) for business through a network they hadn’t previously considered. It’s ok for participants to add coworkers and fellow alumni. Due to the way LinkedIn networks its individual profiles, each person added can mean access to many new prospective clients for the firm.

The points each participant gathered reflected the edge one individual can have over his or her peers if they are better utilizing social channels. By using multiple resources, employees are able to reach multiple audiences and improve the firm’s search results on Google — leading to more leads!

While it’s a great practice for a firm to share relevant articles and firm news, encouraging employees to do the same is extremely valuable. It will not only draw more attention to the piece that is shared, it will position the firm and the employee as a thought leader and someone who is “in the know” within their industry.

Interested in a social media game or a whole firm marketing game? Contact Dawn Wagenaar or 

Visit our Special Projects page.