Surveys are a powerful tool for any employee advocacy program manager. They provide a direct line to your users, helping you understand their experience and pinpoint exactly what's working and what isn't.

By asking the right questions, you can gather the insights you need to make practical changes to your content, settings, and communication strategy that will turn your program into a massive success.

What kind of questions should I ask?

To get feedback you can actually use, think about the goal of each question before you write it. Instead of just asking random questions, group them by what you want to learn: user motivations, content preferences, and their overall experience. This ensures every question has a clear purpose.

Keep the survey as brief as possible, ideally under 5-10 questions. If it takes longer than a few minutes, people may skip it. The aim is to gather useful feedback, so each question should serve a specific purpose.

Here are some questions to consider:

What to do with the answers

Getting the data is just the first step. The real magic happens when you act on the feedback. Here's how to turn your survey results into a plan to improve your advocacy program.

1. Content and Communication

Based on "What kind of content would make you share more?"

• Create new content types. If you see a strong preference for "Behind-the-scenes" or "Employee spotlights," work with your marketing teams to start a new content series. This kind of content is authentic and highly engaging for external social media audiences.
• Curate better content. If users indicate a lack of relevant content, use their suggestions to find and bring in more third-party articles and industry news. Show them you're listening by adding a note to a post like, "This article was shared because you asked for more industry insights!"
• Encourage user-generated content. If people are already personalizing their posts, lean into this. Create a campaign where you ask users to propose their own content, such as their own photos or short stories about their work. This is a powerful way to get authentic, engaging content that feels personal to a social media feed while also making your advocates feel valued.

2. User Experience and Training

Based on "Which of these is the most significant barrier?"

• Create a "How-To" guide. If many users say, "I don't know what to write," build a simple resource with generic sample copy, tips on personalizing posts, and a quick list of social media sharing dos and don'ts. You could even host a short, informal "copywriting workshop" to help people feel more confident. Find tips in Crafting captivating sharing messages.
• Offer clear, simple training. For users who find the platform difficult to use, create a simple, step-by-step video tutorial or a one-page "quick start" guide. Avoid jargon and focus only on the most essential actions. Learn more in Onboarding and training your brand ambassadors.
• Show the value. For those who "don't see the value," create a success story. Share a testimonial from a user who got a new lead or a job position was filled because of their advocacy. Frame it as "Hear from a fellow colleague on why they advocate" to make it more relatable and powerful.

3. Motivation and Recognition

Based on "What would motivate you to be more active?"

• Implement a recognition system. If people want "Better recognition for my efforts," start a monthly or quarterly shout-out in a company-wide meeting or newsletter. Highlight the top sharers and the impact their posts are having. Check out our gamification ideas in Driving participation through gamification.
• Run a friendly competition. If the survey shows an interest in "Contests or incentives," create a short, low-stakes competition. For example, "The Post with the Most Likes" or a prize for "Most Shares This Month." Make the rules simple and the prizes fun, not necessarily expensive. Use the Leaderboard and Analytics to monitor contests.
• Connect advocacy to professional growth. For users who want to understand their contribution, share simple reports showing the program's collective reach and engagement. Show them how their advocacy helps the company achieve its goals and how it's building their own professional brand in the process.