Did you know that 77 percent of people are more likely to buy a product if they hear about it from someone they trust? With the potential to have over 80,000 employees active in their social media program, that’s a lot of people who can spread the word about AT&T.

The problem: Only about eight percent of people on Twitter follow both an employee of a brand and their brand’s handle. That’s a lot of missed word of mouth opportunities. According to Lee Diaz, AT&T’s Senior Manager of Emerging Communications, AT&T’s internal social campaign sought to change that.

In his presentation at SocialMedia.org’s BlogWell conference, Lee explains how their content hub, the Social Circle, is helping employees participate in social media and share AT&T content with their friends and followers online. He also shares:

  • How they made the case for social media training
  • How they let their employees add a personal style and touch to their branded content
  • How they do it all with the proper social media disclosure

Watch Lee’s full presentation in the video below or read the transcript from our live blog of the event here.

AT&T: The AT&T Social Circle: Activating employees as social advocates — presented by Lee Diaz from SocialMedia.org on Vimeo.

Download Lee’s slide deck here.

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