Overview

This article emphasizes the importance of setting clear goals aligned with KPIs for successful employee advocacy programs and provides guidance on using PostBeyond's analytics dashboard to gain insights into branded content performance. It suggests best practices such as comparing to benchmarks using tools like Google AdWords Keyword Planner and Google Trends, tagging URLs for tracking, and monitoring key metrics such as impressions, clickthrough rates, and search volume data. The article also introduces the various analytics categories available in PostBeyond, including Group, Topic, and User Analytics, to help understand and improve program performance.

 

Information

Employee advocacy programs are a long-term initiative. Your enterprise doesn’t become a social business overnight. It takes a longer-term commitment to see your program fully blossom.

PostBeyond has an extensive analytics dashboard to give you data-driven insights into how your branded content is being received through your Champions' networks. However, to get a more holistic appreciation of the success, here are some best practices for reviewing your PostBeyond analytics:

 

 

Review Your Goals

Although everyone has their own measures of success, it’s important to launch your Champions program with a clear goal for what you hope to achieve and what success will look like. These goals should align clearly with your KPIs.

 

Thought Leadership Goals

Some thought leadership goals might include:

• Increase in website traffic
• Increase in brand knowledge
• Increase in Social Mentions (a great tool for social listening is Brandwatch, which allows you to write your own refined searches to filter out irrelevant mentions)
• Leads generated
• Website Conversions

 

 

Compare to Your Own Benchmarks

Determine your baseline metrics over a period that is sufficient to identify natural peaks and troughs. Utilize tools such as Google Adwords Keyword Planner and Google Trends to monitor the search volume for your brand name. Track these metrics over time to ascertain whether there is an upward trend in search volumes.

 

 

Tag URLs of Branded Content on PostBeyond

Tagging URLs of branded content on PostBeyond allows you to track the traffic from the posts to your website through Google Analytics.

 

Metrics to Track

• Impressions: The number of customers who have actually seen your ad.

• Clickthrough rate: Measures whether your ads are driving brand-related visitor behavior that you consider valuable, such as sign-ups or page views.

• Reach and frequency: Understanding the spread and repetition of ad exposure among your audience.

• Website traffic & branded keyword searches: Monitoring the volume of visitors and searches related to your brand.

• Search volume data: Analyzing the quantity of searches over a given period.

 

 

Analytics Overview

Explore the different analytics available to better understand your metrics and performance.

• Let's Review Group Analytics
• Let's Review Topic Analytics
• Let's Review User Analytics

 

FAQ

What are some examples of thought leadership goals for an employee advocacy program?

Thought leadership goals for an employee advocacy program may include increasing brand visibility, enhancing reputation, and establishing authority in a specific industry or topic area.

How can I track the success of my branded content on PostBeyond?

You can track the success of your branded content on PostBeyond by tagging URLs, which allows you to monitor traffic from posts to your website through Google Analytics, and by analyzing metrics such as impressions, clickthrough rates, reach, frequency, website traffic, and branded keyword searches.

What should I do if I need help understanding my PostBeyond analytics?

If you need assistance with your PostBeyond analytics, you can contact their support team by emailing support@postbeyond.com for further help.

Why is it important to compare to your own benchmarks when measuring the success of an employee advocacy program?

Comparing to your own benchmarks is important to identify natural peaks and troughs in performance over time, which helps in ascertaining whether there is an upward trend in key metrics like search volumes for your brand name.

What are the different analytics categories available in PostBeyond?

PostBeyond offers various analytics categories including Group Analytics, Topic Analytics, and User Analytics, each providing different perspectives and details on the performance of your employee advocacy program.