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Businesses are recognizing the benefits of leveraging the personal social networks used by their employees to increase visibility and brand recognition of their organization.
According to October 2015 polling from Hinge Research and Social Media Today, 79.1% of US business professionals said that increased visibility was one of the top benefits of using social employee advocacy programs, where employees use social media to generate exposure for their company.
Almost two-thirds of respondents said that brand recognition was a benefit and 44.9% said that employee advocacy increased inbound web traffic.
Other benefits of using social employee advocacy programs included better search engine rankings and improved customer service. Only 3.5% of US business professionals said they haven’t seen any benefits yet.
These organizations measure the success of social employee advocacy programs in various ways. Some 60.2% of respondents said they looked at growth in the number of social followers, and more than half said they measured the effect on website traffic.
Additionally, more than a third said they measure it by the number of leads from social channels, as well as the increase in social chatter about their brand.
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