This is a question we get a lot at Tribal Impact. Employee Advocacy tools have the ability to add leader-boards and gamify the metrics, so why not?
My advice: Proceed with caution
Gamification can be helpful if you gamify the right behaviour. Volume of shares isn't a metric you want to encourage if you are to build an authentic and credible employee voice on social media.
In my experience, employee first driven advocacy programs are the most successful in that they grow steadily, show regular employee activity resulting in increased Earned Media Value (EMV).
Rushing to activate your employees online by encouraging content amplification isn't (in my humble opinion) the right approach.
Customers want meaningful interactions on social media.
Seeing the same content published by multiple employees (using the same post text) won't help with your brand authenticity.
Ensuring your employees share content relevant to their personal passion and their audience is essential in order to drive engagement.
So, what can you do?
If you are to use a leaderboard, set it up around engagement metrics rather than volume of shares
Provide coaching to employees that are 'over-zealous' with their sharing habits
Work with leadership to make sure they aren't setting KPIs for their team to hit sharing goals - it happens!
Before you offer iPads and Amazon vouchers as prizes, consider kudos and recognition first.
Cultivating and scaling a successful employee advocacy program takes time and experience. Learn from others by requesting to join our practitioner community on LinkedIn.
I have tried this same tactic with the employee advocacy game. In the application my company Clearview Social has built, you can view your company leaderboard, which shows all of your users and their SocialScore. The SocialScore is evaluated through many different parameters, including LinkedIn, Twitter, and Facebook traffic, presence of custom comments, presence of hashtags, and the time of the share. The purpose is to change people’s mindset from one of tasks completion, to one of achievement orientation. We encourage companies to use this leaderboard as a way to keep traffic of their employees success on social media, as well as providing prizes to the highest scorers, making the whole experience into more of a competition.