It’s a common misconception that measuring ROI from an employee advocacy program is a difficult task.
For starters, what you deem to be a return will vary depending on what your goals from your program are. In some instances, such as when an organization is attempting to improve their employer brand, you might not be looking to attach any monetary value to the impact of your employees’ activity.
However, being able to demonstrate the possible ROI will be an invaluable tool when it comes to getting sign-off for a program of your own, as more teams are being tasked with doing more for less.
Earned Media Value (EMV) is the answer. EMV takes into account the impact of your employees’ efforts on social media, and then tells you what the equivalent results would have cost had they been achieved via traditional advertising methods.
