Social media is becoming an increasingly important and influential medium in today’s marketing strategy. Companies who focus on offline or integrated marketing strategies are now shifting their traditional approach onto different social media platforms. Not only are companies using social media as a way to promote externally, it is also an effective tool to manage staff internally and to drive retention.

Use of Google Analytics

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic on desktop and mobile. By understanding employee behavior and usage patterns on a company’s intranet, businesses are able to glean insights into employee habits and preferences. For example, those who love to click on corporate CSR event updates might be worth approaching to take a CSR lead.

Facebook, Instagram and Linkedin

The most common social media platforms including Facebook, Instagram and Linkedin can create a sense of belonging for employees, who feel like they are a part of a group that shares the same values. This can drive engagement of employees and encourage them to post relevant posts and topics, whether it be work related or not. It can also create transparency and interaction between employees by driving likes and comments.

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Identity KOLs (Key Opinion Leaders)

In recent years, it is becoming more important in identifying a KOL in the business to drive more marketing through online social media channels. KOLs help enhance communication internally and externally, such as posting on Facebook, Instagram, Linkedin and blogs. They also have the ability to drive an increase in followers, likes and shares. By identifying KOLs in the business, it helps them to be more engaged in what they do and who they work for and automatically helps to drive engagement of other employees, particularly those who follow them closely.

Business Purposes

With the above being said, when employees are more engaged in social media platforms, they should be able to drive success via these channels. It helps to increase corporate and personal brand awareness in the market to both candidates and clients, which triggers further jobs and candidates. Being active on professional platforms like Linkedin makes employees more trustworthy and knowledgeable in the market which helps to improve reputation and trust. With these successes, it is often easier to drive retention.

There are various ways that social media and internet tools can drive retention and this will only keep evolving in the coming years as more platforms become available. Companies should continue to put greater emphasis on driving these initiatives internally to sustain their businesses as well as promoting externally.


Traditional marketing is moving online for companies, who are using social media and other online tools to drive engagement and retention. Examples include Google Analytics to for insights into employee behaviour, social media for personal branding and identifying Key Opinion Leaders (KOLs) to help enhance communication.

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