Since social media came onto the scene, businesses have been targeting their Facebook posts, tweets, and blog posts to customers, but have they neglected the group that has the highest stakes in the company’s success? While social media should be reaching customers, it can serve an equally important purpose: connecting with employees.Above anyone else, employees believe in your mission and should be invested in your products and services. Not only should employees be your biggest “fans,” but as social media becomes more and more integrated into our lives, creating a strong company culture is not simply an in-office pursuit anymore. Employees use social media every day at home and at work. Targeted content can act as a tool to build your brand identity even when the office is closed.Here are some tips on how to tailor your content to connect with employees and customers:

• Be true to your brand. Your employees know and love your brand; after all, they help guide and shape it every day! Social media should reflect the true you.
• Celebrate success, not simply the product. Your employees work hard to produce results, but if all your social media focuses on is the end result, you neglect the culture and ingenuity that makes your company what it is – not to mention what makes the product possible. Use the handy 70/20/10 rule of social media to outline your content: 70% brand/ culture building, 20% sharing others’ ideas, and 10% promoting your product.
• Listen to feedback. Your employees are talking, are you listening? Check out the analytics on your Facebook page or blog posts. What topics of news generated the most buzz? What content received the most page views or was shared the most? What didn’t resonate with employees? Employee comments, likes, and re-tweets can offer valuable perspective.

The best part is you can start tailoring your content - and building a small army of social media promoters - today.Tell us how you have tailored your social media efforts to employees in the comments below!