What term describes empowering employees to promote the company and its products on social media?

The term that describes empowering employees to promote the company and its products on social media is known as Employee Advocacy. This concept involves encouraging and equipping employees to share content, insights, and personal experiences related to the company and its offerings on their own social media channels. By doing so, businesses can extend their reach and authenticity, as employees often have established networks of followers who trust their opinions and experiences.

Employee Advocacy not only enhances brand visibility but also fosters a sense of ownership and loyalty among employees. When workers feel empowered to share their enthusiasm and knowledge about their employer, it can lead to increased brand credibility and a stronger organizational culture. This strategy is often vital in creating organic engagement and generating genuine conversations around the brand, making it a crucial part of contemporary marketing strategies.

Other options, while related to the context of social media and brand representation, do not encapsulate the essence of employees being actively involved as advocates for the company in the same way. Brand Ambassadorship generally refers to individuals who are specifically hired or designated as representatives of the brand, while Corporate Communication focuses more on the formal communication channels of the organization. Social Sharing pertains to general sharing of content on social media, not necessarily tied to empowering employees to act as brand advocates.