According to a study conducted by Weber Shandwick in 2014 about 50% of employees advocate for their companies on the internet.
However, the same survey shows that less than 20% of employees does proactively engage with company's content.
Why is that?
1. Making advocacy an employee habit is tough
People enjoy activities that make a difference.
What difference does re-sharing, or liking content on company profiles make?
If the content is really engaging and valuable there is a good chance people will interact with it without external stimulus. This is a good sign for the content creators. But even then, chances are that some people will miss out on the most recent blog post, or for an instance a really great piece on LinkedIn Pulse.
We would love to make interacting with our content a habit, but this is insanely difficult.
2. It's not measurable
Try to name a metric associated with employee advocacy. What do you measure? Is it a generic "employee engagement" metric based on feelings of an HR team?
3. It all cost time
4. Difficult to manage, especially in larger organizations
5. Engagement is repeatable and boring