An effective employee advocacy program can be a game-changer for your business, but only if you can prove its value. By using the built-in analytics on your platform, you can continuously improve your program, make data-driven decisions, and align your results with wider business goals.

The ultimate key to success is user engagement. While you'll want to dig into specific metrics later, it's crucial to check overall user engagement on a monthly basis. Our analytics tools give you a detailed look at how people are interacting with your program.

Understand Internal Engagement

The Workforce Insights: Internal Engagement section helps you understand user behavior, such as which channels are most successful and whether users are actively reading content on your platform.

• Internal Engagement Meter: Ideally, you want to see an internal engagement rate of 60-70%. If you notice this number dropping, it's a sign to dig deeper. Use the Users menu to analyze your user base.
  • Have your users been active in the past 90 days? Identify your inactive users.
  • Are their social media accounts linked? Find users who haven't connected their accounts.
  • Are they sharing content? Find users who haven't shared anything.
• Re-engagement Efforts: If you find inactive users, it's time to take action and perform re-engagement efforts for those inactive user segments. Consider these questions to understand why engagement might be low:
  • Do you have the right people on the platform? Consider identifying and engaging the right brand ambassadors.
  • How are you training and onboarding new users? Make sure you're onboarding and training your brand ambassadors in the right way.
  • What are you doing to incentivize participation? Drive participation through gamification.
  • Are you providing a steady stream of fresh, relevant content? Define your content strategy and aim for at least 2-3 new posts per week to keep engagement high.
• Key Metrics: Keep an eye on metrics like posts, reads, and likes to ensure a consistent flow of content and user feedback. You should also check Popular Sources to see how users prefer to access content. For example, are they clicking through from the Email Digest or finding content via internal tools like MS Teams or Slack? Make sure your content reaches your ambassadors where they are.

Measure External Advocacy

The Workforce Insights: Advocacy analytics section focuses on external data, like shares, clicks, social media reach, and reactions.

• Advocacy Engagement Meter: A healthy goal is to have 35-40% of your users actively sharing content each month.
• Active Ambassadors: Monitor the number of active ambassadors to ensure this metric is stable. A drop often leads to fewer shares and clicks. Click on the engagement meter to drill down and see which teams are performing best.
• Potential Reach: This metric shows the total number of social media profiles that your shared content could potentially reach.
• Clicks: Clicks are a great indicator of whether people are truly engaging with your content, e.g., reading blog articles, clicking on event registrations, sign-ups for whitepapers, etc. Use UTM tags on your links to track this effectively and measure performance in Google Analytics, for example.

Identify Your Top Performers

The Posts & Users analytics sections provide a granular view of individual posts and user activities.

• Posts: This section helps you identify your most successful content. For example, it shows which posts were shared the most in the last 30 days, who shared them, and on which social networks. Use this information to refine your content strategy and find out what kind of content your ambassadors respond to.
• Users: This section helps you find your "super users"—the people who are consistently sharing and driving the most clicks and reactions. While a successful program typically sees an average sharing frequency of once a week, your most active users may share more than four times a week.

Align Metrics with Business Goals

The most valuable metrics for your program will always be tied to your specific business objectives.

• Social Selling: If you're focused on social selling, track the number of clicks generated by shared content. Use UTM tags to measure the website traffic attributed to your employee advocacy program.
• Employer Branding: To promote your employer brand, measure the number of shares and the total reach of your content.
• Recruitment: For recruitment goals, begin using UTM tags to track which shared job postings lead to which candidates and see if you've improved candidate quality or reduced time to hire.
• Reducing Paid Media Spend: If your goal is to save money on paid advertising, focus on a high volume of shares and clicks. This will help you calculate your program's Estimated Earned Media Value (EEMV) and demonstrate a clear return on investment.

If you want to learn more about the different use cases of employee advocacy, take a look at this video.

Further Tips & Tricks

• Set up alerts or pulses for your engagement meters so you're notified when there's a significant drop.
• Use our API to export data to your own analytics platforms like Tableau or Google Analytics for deeper insights.
• Be proactive after the vacation season. It's normal for engagement to drop during holiday seasons, but make sure to re-engage your ambassadors afterward to prevent a permanent dip. Our email functionality can help with this.