Employee Advocacy Metrics: How to Best Measure Your Social Program

13 minute read

Measuring employee advocacy.

This post has been updated. Below you’ll learn about the employee advocacy metrics your company should measure with a social media program.
Leveraging an employee advocacy program is an excellent way to extend the social reach of your brand. But it can do more than that, like drive sales, boost social recruiting, and improve communications.

Since your staff knows the company inside and out, the online audience values their insights and opinions. Furthermore, employees often have a larger sphere of influence and trust on social media than the corporate social page.

76% of individuals surveyed say that they’re more likely to trust content shared by “normal” people than content shared by brands.

However, just like everything else in business, nothing is ever guaranteed to succeed without a few hiccups along the way. When it comes to your social program, you need to make sure you are achieving the right results.

That said, you need to identify key performance indicators or KPIs to see whether your employee advocacy strategy is working or not.

Below are some of the employee advocacy metrics (or KPIs) you need to consider when measuring your program success. 


1. Post Engagement

First and foremost, you need to measure the amount and kind of post engagement your content receives. How many likes, shares, or retweets does an average post get? Do particular types of post create negative reactions from the audience?

These indications can directly measure the effectiveness of your social media content strategy. However, just because one particular post did not do well on Facebook, doesn’t mean it will perform poorly in another network such as Twitter or LinkedIn.

Take note that you often need to repurpose your content to fit the preferences of a specific network’s audience. For example, links to long-form content may work more appropriately to LinkedIn, and shorter to the point may fare better on Twitter.


2. Brand Mentions

Another important employee advocacy metric that you need to track is the number of times your brand, product, service, or any other word related to your brand was referred to in conversations.

Today, you can choose from several social media monitoring tools that can help track these mentions. But employee advocacy programs also have this capability too, which makes it easier.

When gathering data, make sure you establish a baseline by tracking in regular intervals such as monthly, daily, or weekly.

The baseline can then be used to determine whether a new content strategy or posting schedule is working or not. Also, pay attention to spikes in the volume of mentions as certain pieces of content may produce more social noise than others.


3. Website Traffic

Having a substantial amount of likes and being talked about in social media are great achievements. However, unless you are selling straight from Facebook or any other social network, then you should never forget to track the people who click to your site.

For Facebook, you can easily follow the number of individuals who clicked to your site by going to the “Insights” section. However, a better way to measure the traffic coming from social networks is to use an external tool like Google Analytics. This tool can provide you with a breakdown of all traffic sources, how long they spend on your site and what were the keywords they used to find you.

It’s key that you take advantage of UTM’s to append to your employee advocacy program and other campaign identifies to see results. EveryoneSocial’s reporting will track a lot of this data for you and ensure you have proper tracking to monitor your social campaigns.


4. Conversions

Conversions mean everything – as far as your ROI goes in digital marketing. Take note that a conversion means someone out there is willing to put their trust in your brand. It does not matter if they are merely signing up for a newsletter or closing a purchase. What is important is that they see your brand trustworthy.

However, tracking conversions can be a little tricky if done through social media.

One way is to integrate a social media marketing platform with a CRM system like Salesforce or HubSpot. With this setup, you can track where a certain purchase came from – be it from a social network or a blog post.

But pending your conversion points, you should be tracking things like downloads of guides, ebooks, won deals, revenue impact, or those who have applied for a job that is tied back to your employee advocacy program.

This is also where your UTM tracking becomes valuable again on your links to ensure you can tie it all back.


5. Content metrics

A large part to your employee advocacy program is the content available to engage with and their results. Pending what departments are active or if you have your entire company involved, content will resonate differently with each group.

  • There are a lot of questions and metrics you can analyze with your content.
  • What content is driving the most clicks and engagement?
  • Which pieces of content get the most shares from employees?
  • How often are employees sharing certain categories of content?

Having a great mix of engaging content is crucial for employee advocacy success. if you have too much branded content, you’ll be a spam program. And not allowing employees to get involved with content or not letting them include their personal interests, can drop your user engagement.

Content is a highly important employee advocacy metric to continually analyze and monitor.


6. Reach

You should track the growth of your brand’s overall reach – specifically the number of your employee advocates and their followers. This particular KPI measures how many people can see their messages, updates, and other content contributions in the social space. It can also indicate their potential in being social media ambassadors for your brand.

Keep in mind that companies must encourage employee advocates to develop their brands as influencers. That means the content they share must be attributed to their individual opinions rather than merely reflecting the views of the same company.

For example, instead of dictating what employees should post about, just supply them with the source material and let them provide their unique insights and thoughts.

Apart from social media, remember that your employees can also advocate for your brand through other channels such as online forums, emails, and even physical events. So be sure you look for opportunities like these to help extend their reach.


Related: Learn how Dell continues to grow and drive results in their employee-driven social media program. Download your case study.


7. Impact on Cutting Costs and Revenue

The last set of metrics that is incredibly important, is the impact of your program on cutting costs and driving revenue.

The other employee advocacy metrics are all valuable, but your social program should be helping drive revenue while also helping your company save money.

And these areas will be the most important aspects any executive leaders will be monitoring with a social program.

Although your company may only be focusing on specific departments, there will be a domino affect to other business areas. This is also why more companies are adopting company-wide usage of employee advocacy.

Here are a few metric examples related to costs to measure:

  • Marketing – (The number of MQLs, cost per conversion, cost per click compared to ads, conversions from paid ads compared to employee advocacy etc.).
  • Sales (The number of SQLs, revenue generated, win rates, deal size, quota achieved, etc.)
  • HR (hiring costs saved, number of applicants generated, retention of hires from employee advocacy, engagement of referred hires, etc.)

Additional Employee Advocacy Metrics

The above KPIs really focus on metrics related to social media and the impact your program will have. However, there are other employee advocacy metrics to monitor which relate more to the individual company program.


Program adoption metrics

A main driver of success to your employee advocacy program is how many employees are joining and contributing.

Starting off with a large group can have big impacts for your company, but the goal is to retain usage and continue to get more employees involved.

Adoption metrics you want to pay attention to:

  • The percentage of employees who were invited and created an account
  • Active users who log in and share content on some recurring cadence
  • What percentage are using desktop compared to mobile

These will determine gaps, what’s working and what’s not, or where you can improve to ensure employees stay engaged long term.


User metrics

You also want to pay attention to your recurring users of your company’s employee advocacy program. They can fuel the strategy and also help you put out any fires that may negatively impact your results.

A great user metric to pull is the number of articles shared per employee. You can find the average per week, month, quarter, and year (if your program has been running awhile). Another part to that, is how often are employees suggesting content or engaging in others.

Here are some other user metrics you want to pay attention to:

  • Highlight your brand advocates and super users
  • Monitor social users that may be struggling to ensure they are trained
  • Look for ways to encourage users who are not very active


KPIs contribute to improving your employee advocacy program by showing the campaign’s strengths and weaknesses. Aside from measuring them, make sure you also identify the reasons why they succeed or fail.


Want to learn more about building an effective employee advocacy program? Transform your workforce into a social media powerhouse with this guide.


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