Benefit #1: Reach and Awareness:
Employees have a built-in reach that is usually a much larger audience than an organization’s reach in social media.
For example: the combined reach of just 200 employees with an average of 500 connections each (100 Twitter followers, 200 Facebook friends, and 200 LinkedIn connections) on social media adds up to 100,000 people.
What would it take for your organization to accumulate that kind of audience?
Even large companies with big budgets and large social followings see the benefits of activating their employees’ social networks.
In the first half of 2014, one of the largest consumer banks in the world used a leading employee advocacy platform, Dynamic Signal, to activate 50 employee advocates to create and share relevant, branded content.
Within 5 months of the program’s launch, these 50 employee advocates had shared enough content that they outperformed the bank’s owned Twitter and Facebook pages.
The content they shared drove reach and engagement by more than 13x.
An added benefit of this type of reach is the ability to reach audiences that may not normally be accessible through other channels.
Benefit #2: Cost Savings – Financial Benefits
Employee advocacy can yield significant financial benefits in the form of cost savings. Employees who share content are generating “earned media”. Earned media is content and messages that are shared between people, at no additional cost to the organization. With paid media (advertising), it would cost the organization some amount to generate those impressions, shares and clicks.
Earned media therefore has a financial value that can be quantified in comparison to paid media, and this is the cost savings to the organization.
In the consumer bank example above, the content reach, engagement and clicks that were generated from the 50 employee advocates would have otherwise cost the bank over $1,000,000 to generate via paid media.
This calculation is based on the cost per click and cost per impression the bank was paying at the time to advertise on those social networks.
The return on investment on employee advocacy can therefore be measured based on similar metrics. Conversions and other metrics can also be measured using available tracking tools within each social network.
Benefit #3: Increased Employee Engagement
Another benefit of employee advocacy is to increase employee engagement and satisfaction. Employees can be powerful advocates for their employer because:
- They’re knowledgeable about the company.
- They’re passionate about its success.
- They like to be seen as experts.
- They want to feel engaged in their workplace.
At work, employees want to feel engaged and connected. Disconnected employees are less engaged and less productive. Connected and informed employees are more productive and more likely to be advocates for your organization. Engaged employees are proven to help make companies successful.
Benefit #4: Messaging Consistency and Measurability
Additional benefits of an employee advocacy program are:
- Consistency of content and messaging that can be shared by employees which helps to ensure communications and content are on brand.
- Better selection of approved content for employees which improves confidence that employees are sharing content that’s been vetted.
- Reliability of available content and therefore better frequency that employees can share content.
- Measurability of content to see which content performs better, which employees are more engaged, and overall performance in alignment with business objectives.
Benefit #5: Keeping Organization Visible in spite of Platform Changes
Announced in January 2018, Facebook’s recent algorithm changes to the News Feed will emphasize content that is shared between family and friends and demote content from companies and organizations. This means that organizations will have a more difficult time getting their content seen by their target audiences unless they use tactics which reach individuals and their social networks.
Given these algorithm changes, if an organization’s audience is on Facebook, employee advocacy will be one of the most effective ways for organizations to get their messaging seen by the audiences they want to reach.