There's an interesting discussion afoot in the field of employee advocacy (programs by brands empowering employees to support the goals of the company through social media). Done well, organizations are reaping the benefits of encouraging and supporting their employees' social media strengths.
Within the field, one of the most important capabilities and advancements is metrics, which I have written about before. It is vital to exactly how much reach, of what kind, your company authorized and supported employee effort is producing. My company has compiled research to show that a company with a base of 1,250 employees that leverages employee engagement can accomplish the following:
- Increased brand reach of 1.1 million individuals for content shared
- An annual increase of 25 million authentic impressions
- A savings of $515,000 in recruiting expenses
- $1.2 million in earned media advertising value
- A 19 percent increase in revenue growth
In addition to metrics, the other intriguing feature is gamification. It is possible to gamify social media activity in a number of ways -- awards and incentives for size of following increase, number of high quality posts, and number of shares over a given period. Rewards can range from prizes (days off, movie tickets, monetary awards) to simply seeing the name and stats at the top of a leaderboard program participants see online (that is also possibly circulated or shown to the full company).
But here's the catch -- while gamification is immensely helpful in some areas, it is not helpful or even detrimental in others. What can you do to ensure that the inclusion of gamification in your own employee advocacy program is good?
According to industry watchers Thorn Klosowski, Matt Wilson, and Tony Ventrice, here's where gamification is good, as well as where the strategy suffers.