So, your Advocacy Programme is probably going to share a lot of the metrics that your broader social strategy will have. That's around, you know, engagement, awareness, reach, all of those different things. But the difference is, is that they have a different impact.

So, success isn't just about reach, and the number of people that you've reached. You're accessing the network of someone who is successful in the business currently, and it's likely that their peers are their friends from uni. The people that we've worked with before are going to be the people that have the same attributes and the right attributes that your company is going to be looking for, and that type of reach and targeting would be very expensive in a traditional media space. So there's the fact that that's a very different type of metric. The second thing you're going to want to measure and pay attention to is around engagement. Because engagement when it comes to advocate content, it's going to be a little bit more valuable and slightly different to what it would be on a business profile.

People are very invested in the individual versus, the business. And a lot of the time it brings up an opportunity to spark different conversation that's a bit more genuine and authentic and a bit more interest that potentially you wouldn't get easily. The third aspect is that ambassadors have unique stories that only they can tell. People are going to engage with the fact that it's from an individual profile in a very different way to what they would as a business profile.

And, you know, there's definitely a time and a place for there to be business content, which is distributed by advocates. And it's not necessarily what moves the needle when it comes to employer brand and advocates.