Yesterday, PostBeyond released their 2018 - The Year Of Social Advocacy In The Workplace. It's a research study that looked at how companies are adopting advocacy and employee attitudes towards it.
Most of the findings aren't too dissimilar to the Ed Terpening State Of Social Business report in 2015 but there were a couple of compelling results I have pulled out.
Firstly, approximately 30% of employees have immediate potential for acting as Employee Advocates. Too often organisations are encouraged to buy company wide licenses to employee advocacy platforms on the promise that all of their employees will suddenly become social sharers . Wrong. Letting thousands of employees wild without guidance or training will do nothing but put your brand at risk from spamming.
Second, the top three types of content that employees wanted to share included company achievements, events organised by the company followed by the individuals own achievements. At a time when B2B organisations are questioning their investment in large events, it turns out to be one of the most popular types of content employees want to share.
Finally, and quite possibly the most startling to me, is how companies are measuring the impact of advocacy on their business. Most respondents said they weren't sure. Second to that was growth in social media metrics e.g. followers, engagements etc. These metrics do have a role to play in measuring the impact of advocacy but in all honesty, if you aren't hooking up your advocacy program to wider business metrics, you will never be able to track the true impact. Consider tracking source of traffic to your website. What is converting better? Employee driven traffic or traffic from elsewhere. When you make this connection I think you'll be surprised at the results
Social technology has fundamentally changed the way employees interact with customers. The companies that have taken the leap are reaping the benefits when their employees actively participate on social media. To uncover best practices for companies that realize this largely untapped potential, we conducted primary survey research of 2,500 employees and 400 leaders on new trends affecting their adoption, usage, and perceptions regarding social advocacy.