When running an employee advocacy program, eventually you'll need to pull data to demonstrate the program's effectiveness. Which of the following is not a common metric that program managers will look at?

A. new employee recruitment and sales leads generated

B. advocate engagement, which is measured by weekly and monthly active participants

C. % decrease in cost per click and cost per impression

D. social reach, which is a measure of the volume of content being shared to all different social networks

E. website traffic resulting from employee shares, which can be measured through the use of UTM links

C. % decrease in cost per click and cost per impression

Explanation:

Generally speaking, an employee advocacy program is a type of marketing technique where the employees of an organization take an active role in promoting the company and its brands. This is done through exposure on social media and outside the internet, with the employees recommending or talking about the brand to their family, friends, and followers.

When running an employee advocacy program, eventually you'll need to pull data to demonstrate the program's effectiveness. Some of the metric that the program managers will look at are: how many employees and sales leads have been recruited and generated since the start of the program; how many advocate engagements there are, that is, users who actively engage in brand promotion; social reach, that is, measuring the volume of content being shared to all different social networks; and finally, the volume of website traffic that has been brought by the employee shares. One metric that isn't really important, however, is the % decrease in cost per click and cost per impression. While this data might be valuable to the IT or accounting departments, it doesn't say anything about how the employee advocacy program is going.