Employee brand advocacy and employee advocacy marketing have emerged as pivotal strategies for companies aiming to amplify their brand and reach a broader audience. By tapping into the extensive networks of their workforce, organizations can potentially magnify their content's visibility many times over.
Let’s see how to calculate potential reach for any organic social media posts for any brand.
Direct Followers' Reach
For example, if a company has followers on,
LinkedIn: 16,000
Twitter: 3,800
Facebook: 8,900
Total Direct Followers' Reach: 16,000 + 3,800 + 8,900 = 28,700
Employee Brand Advocacy Reach
Utilizing employee advocacy marketing will significantly boost the visibility of your content. Employees or brand ambassadors who actively participate in employee advocacy marketing campaigns can share company posts, expanding the company's reach.
For example, let's assume you have 100 employees engaged in brand advocacy:
Average LinkedIn followers per advocate: 500 (Total: 50,000)
Average Twitter followers per advocate: 300 (Total: 30,000)
Average Facebook friends per advocate: 400 (Total: 40,000)
Total Employee Brand Advocacy Reach: 120,000
Engagement Multiplier
Not every post is shared, but thanks to employee brand advocacy, the likelihood increases. Assuming a conservative 10% of your followers (from both direct and brand advocacy reach) share your content:
Potential shares from Direct Followers: 0.10 x 28,700 = 2,870
Potential shares from Employee Advocacy Network: 0.10 x 120,000 = 12,000
Taking into account the followers of those who share:
Additional reach from Direct Followers: 2,870
Additional reach from Employee Advocacy Network: 12,000
Total Engagement Multiplier Reach: 12,870
Combined Potential Reach:
Direct Followers' Reach: 28,700
Employee Brand Advocacy Reach: 120,000
Engagement Multiplier Reach: 12,870
Grand Total: 161,570
The Unknowns
In this framework, the importance of employee advocacy marketing and brand advocacy becomes evident. These strategies will greatly amplify the potential reach of your content. Still, real-world factors, such as engagement rates, overlap of followers, algorithmic challenges, and the unpredictability of virality, can influence actual reach. By integrating employee advocacy marketing into your strategy, you tap into a potent method of extending your content's visibility.
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