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Susan Emerick is the Founder of Brands Rising, LLC providing strategic advisory services in social media analytics, influencer engagement & employee advocacy. Prior to pursuing an entrepreneurial path, she lead a number of IBM's transformational social business & digital strategy initiatives which reshaped the way the global brand engaged in the internet era.
Emerick has pioneered and scaled Employee Advocacy programs (Digital IBMer, IBM Select & IBM Voices), fueled by social media analytics that helping 400,000+ employees become more targeted and efficient with their social media engagement. She recently co-authored her first book with Chris Boudreaux called: The Most Powerful Brand On Earth: How to Transform Teams, Empower Employees, Integrate Partners and Mobilize Customers to Beat the Competition in Digital and Social Media. She serves on the Social Media Today Advisory Board and WOMMA Research & Measurement Council.
Hi Mike, great post and thanks for the shout out on our book. Chris Boudreaux and I will be hosting an Employee Advocacy Summit on September 15th as part of the Social Shake Up 2014. I hope the readers of this post will considering attending. There is no question about the power and potential of employee advocates, no matter the size of the company. I have led employee advocacy at IBM since 2010 and as a passionate program champion, I've come to appreciate how much tenacity it takes to not only lead the way, while garnering the necessary support but also the essential need demonstrate value in order to scale and keep the momentum going. It is possible! We've been able quantify that trusted subject matter experts are able to drive 2-3 times the conversion rates to a call to action as compared to branded accounts. The ability to quantify such performance outcomes is a game changer in many ways for both the employee and the brand. But, it won't just happen, it requires careful planning, coaching, training, governance, recognition and most importantly intelligence gleaned from analytics to effectively mobilize the right employees for effective engagement.
To answer @WahibaChair question on measuring ROI, you may find this post helpful: http://susanemerick.com/3-reasons-people-struggle-measuring-social-media/ and related as well is this one: http://susanemerick.com/work-core-proven-principals-drive-employee-advocacy-results/
Great post Ted. Empowering employees in social media requires clear not only a consistent measurement framework but also feedback loop to the employees supporting the outreach, helping them to know what's working or not and how to make adjustment in their outreach. What's more, what you measure is critically important. I see brands often times miss the mark when it comes to measurement. This post is a good reminder to anyone implementing social empowerment/advocacy programs, that it's critical to align what you measure to the company's or programs goals. As you suggest, "Business impact should always ultimately be measured in the financial impact but can be modeled around cost savings, quality improvement, revenue growth, etc."