The amount of growth in the social media space has been a topic of conversation for a while now, and for good reason. Social media has completely changed the way we access, read, digest and share content—personally as well as professionally—and it’s evolving at a pace that shows no sign of slowing.

We’ve all had to adapt to this different climate of news-sharing among an audience with short attention spans that are under constant inundation, and employee advocacy is no exception.

Think about the way your company currently distributes a piece of content they want employees to read or share. The Marketing or Communications team probably copies a link into an email, sends it out to the company briefly highlighting why the content is important or relevant, and ends it with social messaging for employees to hopefully copy and paste into their social platforms.

Keyword: hopefully.

Looking at the situation through a more realistic lens, if you calculated the amount of people who even make it to the end of the email, let alone take the desired action of actually sharing the message on social media, your findings would probably be less than thrilling. And this isn’t the only problem you could face from a Marketing perspective.

Maybe you don’t have a problem getting employees to share content, but you struggle to maintain consistent messaging that stays in alignment with the company brand. Maybe your problem revolves more around employees who are unsure of the articles or stories they should share. Another thing to take into consideration here is compliance. Some companies steer away from having their employees post on social media altogether in order to mitigate the risk of posting something that goes against strict industry regulations or guidelines.

Regardless of where the breakdown is happening, there needs to be a way for employers to know information is being effectively disseminated. At the same time, there needs to be a way for employees to know what to share, where to share it and cohesive messaging to support the article.

This is where using an employee advocacy platform comes into play.

There is a lot of potential power within your different departments, but it often remains dormant because of a struggle to understand how to actually activate that power. Sales and Marketing departments are a perfect example of this—each team has their unique set of strengths, but neither will reach their full impact without recognizing that they need to work in tandem.

Sales teams often have access to a vast network of connections with the opportunity to create conversations among them. Marketing holds the knowledge of how to start that conversation in a way that’s thoughtful and strategically positions the message. Given that Sales is the first point of contact between the company and a potential new customer, they should be looked at and positioned as thought leaders in their field. By taking on this role, they gain immediate credibility and trust that they can then use to start conversations from a more consultative approach.

By recognizing that two individual strengths won’t drive near the impact as when you pair them together, you’ll unlock a whole new set of opportunities to capitalize on.

Employee advocacy platforms bring control to a once disjointed information sharing process, uniting each team’s strengths in a place that makes them accessible to everyone. It creates an environment where Marketing is enabled work in unison with Sales (and departments alike) to elevate their social presence by using hashtags or keywords to ensure each message joins the right conversations, garners the right visibility and sends across the right message.