OnSharp digital marketing director shares social media tips

OnSharp digital marketing
Kirsten Jensen, director of digital marketing at Onsharp, presents at the Fargo Moorhead West Fargo Chamber's training session on "the powerful voice of the social employee," Tuesday, April 12, 2016, at the Fargo Holiday Inn. Dave Wallis / The Forum

RGO — Kirsten Jensen, digital marketing director for Fargo-based firm OnSharp, says employees can provide better “proof” of a company’s values than its leaders can.

During her “Power of Being a Social Employee” presentation Tuesday, April 12, at the Fargo Holiday Inn, she shared with the audience of about 150 a tweet from her colleague Samantha Nies: “Thankful, once again, for the flexibility from #TeamOnSharp! Working from home with a sick toddler sleeping next to me. Grateful. #ONmoments.”

“That’s great ‘social proof’ that we really are flexible in those moments when it makes a difference,” said Jensen, who has more than 15 years of experience in digital marketing.

She said building company culture and recruitment is just one way a social employee program can help further an organization’s goals. It can also boost sales, bring attention to community impact and volunteer efforts, engage students, and recognize and thank co-workers for their work.

The social media concepts and strategies Jensen outlined during her lunchtime business training session, hosted by the Fargo West Fargo Moorhead Chamber of Commerce, can help companies and nonprofits of any size extend their reach.

“OnSharp is a really small company,” she explained. “We have 16 full-time employees, 12 of which are on our social employee team, and about 60 percent of our social reach on Twitter comes from our social employee team.”

Jensen defines a “social employee” as anyone who uses social media to build trust, nurture relationships, share expertise, grow professionally or achieve professional goals. “If you use social media for any of these things, you’re a social employee,” she said.

For companies without a social employee program, she suggested first involving “anyone with a public-facing role,” such as media, media relations or sales.

Just having a few people working on it can make a big impact.

“Statistics say that employee social networks only overlap with brand networks 2 to 8 percent. That means the people who your employees are friends with, only 2 to 8 percent of them have taken that next step of following your brand accounts. There’s huge opportunity for you to speak to a wider audience,” she said.

Focusing on Twitter, Jensen shared tips for effective social media engagement using examples from local professionals at places such as RDO Equipment Co., the chamber and CCRI (Creative Care for Reaching Independence).

Her tips included:

• Share industry trends and connect them back to what you and your company do.

• Interact with customers at trade shows and conventions, bringing offline relationships online and vice versa.

• Recognize customers and partners with mentions, likes and retweets.

• Give followers a behind-the-scenes look at your office or job.

• Share what you love about your job.

“You can pack a lot into 140 characters,” she said.

The chamber’s next business training session, “Know Your Customer and How They Buy So You Don’t Get Ubered,” featuring Johnathon Rademacher and Eric Dukart of Sundog, is scheduled Wednesday, May 11, from 11:30 a.m. to 1 p.m. at the Hilton Garden Inn.

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