So your organization has finally launched its employee advocacy program, and employees are now on board. They are writing about your products on their social channels, and their followers are helping to create a buzz.
But how do you know if your employee advocacy program has been working? What kind of metrics will give you the big picture? Sampling engagements to employee posts randomly is not an accurate way to do this. What you need is a structured approach to measuring outcomes.
When you have accurate data on how your content is received, what kind of content works and if virtual conversations are turning into real-world sales, you can fine-tune your overall strategy.
Here are five key factors to decide if your employee advocacy program is working as intended.
1. Organic Reach and Impressions:
This is one metric that directly relates to the USP of employee advocacy. By sharing your content on social media, your employees will take your messaging to their personal networks and beyond. Organic reach and impressions are two metrics that’ll help you determine if that’s actually happening. Reach refers to the unique users your content reached while an impression refers to all the times your content reaches people.
Does the same audience view your content or are you reaching new people? Where is your target audience located? What is their profile? These are some other questions to help you make sense of your analytics data.
2. Content Engagement:
When people click on a given link, like, share, retweet or comment on a post, they are engaging with your content rather than passively scrolling. Keeping track of engagement has two benefits. Firstly, it enables you to track content that builds your brand positioning. Secondly, as you understand content that attracted the most engagement, you can work on creating more of that kind of content.
3. Website Traffic:
With their creativity in writing captions, your employees can help drive traffic to your website. On your content management system dashboard, you can track the number of visitors coming from social media sites. Once you have consistent traffic on your site, you may consider rolling out a call to action such as urging people to buy your product from your online portal.
4. Employee engagement:
Measure each type of campaign or content as a percentage of employees participating. Are your employees still enthusiastically sharing your content? Is your platform gamified so that your employees keep actively sharing your content? It is crucial to recognize the most socially active employees and the impact they are creating. Ensure gratification for consistent efforts from your employees.
5. Business Outcomes:
Over a period of time, you want your efforts with an employee advocacy program to pay off with tangible business outcomes. They may be measured in a number of different forms. Here are some of them:
Additional page followers/views acquired since the content was refreshed or updated.
Sales opportunities (leads): How many of your target consumers decided to buy your product/service after taking part in social conversations? How many showed interest? What is the conversion rate?
Brand visibility: Has content engagement improved your brand visibility? Are people discussing your brand on social media?
Benefits due to brand visibility: Has brand visibility contributed to an increase in your brand’s market capitalization? Has it increased your company’s share price and shareholder wealth? Has it improved brand perception among customers?
Compare newer consumers with your target audience. Has there been a difference in your audience profile?
A marketing tactic as powerful and rooted as employee advocacy not only impacts your brand positioning but also establishes a healthy corporate culture. To measure your employee advocacy program with powerful insights, try Engagelyee. It not only breaks down different metrics for you but also provides tools to sustain your employee advocacy program.