After Analyzing 36,500+ Employee Advocates, Here’s What We Found

Your employees are an untapped resource and a very powerful way to amplify your brand’s message on social media.

Collectively, employee advocacy on social media can generate higher reach and engagement with their personal networks than your branded channels combined. Employees can amplify your message – yet not all employees know what to do or how to get involved on social media. This leaves room for employees to develop proper social media etiquette.

In the past year, the data scientists at PostBeyond looked at all of our employee advocacy data from May 2019 to May 2020.

We analyzed 36,500+ users to figure out what makes a super social rockstar. In our analysis, we uncovered what separates the top 50 employee advocates from the rest.

After looking at total interactions such as shares, comments and clicks as well as sharing behavior such as editing posts, frequency and device usage, and to top it off, social media presence – here are three of our findings.

Social Savvy Employees Are Super Connectors

Stats on employee advocacy and social media connections

The quality and size of your social network matters. A strong and engaged social network correlates to a higher interaction rate, which is especially important on LinkedIn.

The top-performing employees have an average of 8,841 LinkedIn connections which is greater than 20x the average number of LinkedIn connections per user.

Starting Conversations is Key for Engagement

Stats on employee advocacy and social media engagement

The top 50 users understand that engagement is the most important aspect of social media. Engagement level and interactions on posts were a lot higher for employees that shared content, engaged their connections, and started conversations on posts.

The top 50 users saw 92.17% more interactions and received 33.81% more interactions per post.

Savvy Advocates Have a Sharing Rhythm

Stats on employee advocacy and social media sharing patterns

Social-savvy employees are defined by what they do repeatedly, and sharing is habitual to them. Consistent patterns of sharing results in greater engagement rates. Your employees should treat social media as a two-way dialogue.

The top 50 users all share at least 1-2 times per week. With that being said, we also see that 58% of our top 50 users are sharing the recommended amount on LinkedIn.

To access the full report and read all of our findings, you can download the data report here: What Makes An Influential Employee Advocate?

Employee advocacy data report

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