By Nigel Becker

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Some call it “employee advocacy.” Others call it “employee ambassadorship,” or even “thought leadership.”

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No matter what you call it, employee advocacy brings tangible benefits. Individuals often drive higher engagement than brands on social platforms like LinkedIn. Posts from members of your organization boost credibility, particularly in B2B industries. 

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Tools such as EveryoneSocial, Sprout Social or Oktopost can help you manage your organization’s employee advocacy. Platforms like these allow you to set up processes to protect your brand with built-in parameters, use reporting and analytics to show ROI and make it easy for team members to consistently share content.

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However, not all platforms are created equal. How do you pick the right one for your organization? Here are criteria to consider and questions to ask sales representatives as you explore your options.

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Ease of Use

At its most basic level, this criterion boils down to “How does this work?” Also, keep in mind who will be using it. If the answer is IT experts or longtime users of similar platforms, then a less intuitive program might be fine, but if it’s someone who’s short on time or technical know-how, then user-friendliness becomes all the more important. 

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One shortcut to usability might be adding an advocacy tool to a platform your team already uses. For instance, if you’re already using Sprout Social’s social media management tool, then its advocacy solutions could be easier than introducing a whole new platform. 

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Questions to ask the rep include: 

• What’s the process for white-labeling emails?
• Is there an app, or is it desktop-only? 
• Does it integrate with other platforms my organization uses, such as Salesforce or Teams? 

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Product Features

When evaluating product features, first consider what you need it to do. Are you looking for an all-in-one platform where you can centrally handle social management, listening and advocacy, or do you need only an advocacy tool? 

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In order to figure out which product features matter, consider how your users are currently sharing content. What approval workflows do you have in place? Which features would enhance your current processes?

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Questions to ask the rep include: 

• Does this platform integrate with communication platforms like Teams and Slack? 
• How does the product function? How do you push content out? 
• Does this platform have an embedded AI assist tool? What can it do? 
• Do you have a compliance tool, or can I easily integrate one? How does it work? 

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Analytics and Reporting

Consider how you measure success. What story do you hope to tell with your employee advocacy data, and which metrics will allow you to do that? Pick a platform that accessibly presents the stats you need.

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Also, think about who will need to see the metrics. Some platforms allow advocates to directly access their own analytics, while others don’t, and different platforms offer more or less granular views of individuals’ metrics.

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Questions to ask the rep include: 

• Do integrations allow me to combine data from Salesforce, Google Analytics and customer relationship management systems? 
• How customizable is this platform’s reporting? How many metrics can you create within the report? (Some programs are hard to change, while others — such as EveryoneSocial—are customizable, even allowing you to calculate ROI based on adjustable formulas.) 
• What are the platform’s capabilities for exporting reports? May I see an exported report? 

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Support and Training

When things go wrong, will the platform’s team have your back? Is the customer service team easy to get in touch with? Build support and training into the contract. If you don’t have it in writing, you may have trouble getting help when you need it most.

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Questions to ask the rep include: 

• What does the initial setup process look like? 
• Do you offer regular classes and webinars? 
• Do you offer customized onboarding? How many team members will you onboard? 
• What hours does your customer service team work? Is it 24/7 or restricted to business hours? 

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Product Innovation and Investment

A good advocacy tool evolves with the media landscape and your needs. Consider what kinds of updates the product innovation team makes, and whether investment seems to be a top priority. 

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One factor that influences innovation is the primary purpose of the platform. For example, tools like EveryoneSocial specialize in advocacy, while broader platforms may prioritize enhancements across their entire suite, potentially leaving advocacy tools less developed. 

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Other questions to ask the rep include:

• May I see your product roadmap?
• How big is your product development team? 
• How quickly do you add new features based on customer feedback? 

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Cost and Contract

Determine your budget early, but don’t just look at the price of each platform; look at how much you get for that price. The cheapest and most cost-effective choices aren’t always the same. 

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If a platform is right for you but out of budget, work with your representative. Many vendors offer flexible pricing or discounts for multi-year contracts.

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Other questions to ask the rep include:

• Be clear if certain features cost more — if so, how much? 
• How much flexibility is there for adding features mid-contract?
• Where are you headquartered? (Non-US companies could create compliance issues for your organization.) 

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What Next?

Once you’ve signed the contract and started using the platform, keep an open line of communication with your tool representative. Schedule regular meetings to learn what’s on their product roadmap and discuss additional features you’d like to see incorporated. Feedback often shapes product innovation. 

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Even if the platform is perfect for all you now, run a new assessment every few years. Your organization’s priorities — and the platform’s capabilities — might change over time.