Employee advocacy tools are software designed to help employees share approved branded content quickly and across multiple social media platforms.
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Employee advocacy tools help employers set up employee advocacy programs and make it easier for employees to share consistent messaging and branded content. Administrators can create a library of approved posts that employees can browse and use. Employee advocacy tools can also offer analytics, gamification features, automated messages, and insights on competitors. These tools help companies establish communication guidelines, recognize employees, and foster positive and engaged workplace cultures.
Employee advocacy is an emerging field in marketing and communications. Employees are essential stakeholders in any organization because they directly interface with consumers. As such, employees are ideally positioned to promote an organization through word-of-mouth marketing. These interactions can be as simple as answering questions on social media about products and career opportunities or as involved as presenting at an industry conference.
Employee advocacy tools usually include an employee network and a content management system. Employee advocacy tools that include employee recognition allow organizations to acknowledge employee contributions. Organizations can use employee networks to highlight employee achievements, role models, and thought leaders.
Employee advocacy tools often include the following features:
Content library creation
Automatic messaging
Social sharing
Post scheduling
Content Optimization
Content Templates
Content and account analytics
Engagement and trends tracking
Company dashboard
Gamification
Mobile and desktop application
Integrations with social media management tools or analytics tools
Before investing in a tool, consider your goals for your employee advocacy program. Analytics and engagement tracking features will be important if your goal is to improve organic social reach. To foster a more positive work culture, you’ll want to compare recognition and gamification options.
Employee advocacy tools may be designed for specific social media platforms or more general operations. You’ll want to evaluate customization options, ease of implementation, user-friendliness, and the quality of customer service support available to you. Employee advocacy tools range from stand-alone solutions that offer comprehensive solutions to simple software add-ons for existing social media management software.
Pricing for employee advocacy tools is contingent on the type of solutions your company requires. Entry-level prices range from $24 per user/month to $300/25-30 users per month. Mid-size pro and enterprise levels can run from $900/month to $2000/month. Most plans for larger businesses are not publicly priced, but vendors do provide custom quotes and demos.
Additionally, some employee advocacy tools are add-ons to social media management tools. These add-ons are frequently less expensive than stand-alone employee advocacy tools. Some add-on options are available for free but require the core social media management package.
Some popular employee advocacy tools include:
