Is an employee advocacy program more powerful than a fan page?


Whenever I think of the advantages of a small patriotic army defending its native soil against thick and thin, I think of 300 the movie. Admittedly, the Battle of Thermopylae was wildly over the top in the movie, but you get the gist. A small militia of devoted Greeks defeated the vastly superior army of the Persians using the advantages of training, equipment and good use of the terrain as force multipliers.

Of the 28 million Fanpages monitored by Quintly.com, 24 million of them have 10 million or more Likes. That’s nearly 85% of the Fanpages they sampled.

According to the Wall Street Journal, the average Facebook fan costs $1.07.

So doing some quick math, companies are either spending 10 million x $1.07 = $10,700,000, or buying cheap, meaningless fake likes (which even at $0.01 per fan = $100,000 ).

I don’t know about you, but I don’t happen to have $10,700,000 lying around to buy a massive fanpage (never mind the fact that you have to boost your posts afterwards to reach those people, but we’ll get there only later).

If you’re like me, one of 127 million American companies that has less than 1,000 employees, the odds look extremely unfavorable to you.

But don’t despair, just like in the movie 300as few as 135 Brand Ambassadors in your business can prove more powerful than a Fanpage with over 1,000,000 fans.

135 brand defenders against. 1 million fans on Facebook

defender-range

So, let’s break down how these numbers work.

According to Research bench, the average Facebook user has 338 friends and, on average, 33% of those connections will view and interact with their social posts. So that means for every post a Facebook user posts, on average, 113 of their friends will see that post.

135 brand ambassadors x 113 connections = 15,209 total reach

On the other hand, valley wag reports that the total number of fans who actually see your post is as low as 1 or 2 percent.

1,000,000 fans x 1.5% organic reach = 15,000 total reach

Taking the median of 1.5%, that means you would only need 135 Brand Ambassadors to reach 15,000 people on Facebook.

Want it to go even faster?

Want to do more with even less?

Of course you do.

So why not ask your brand advocates to connect their Twitter and LinkedIn feeds as well?

When you add an average of 208 Twitter followers and 393 LinkedIn connections per user, you will only need 48 brand ambassadors to give you the same range.

And, needless to say, the start-up cost of a fifty-person employee advocacy program is well under $10 million. Do you know 50 people who would be willing to promote your brand? If so, you might have what it takes to take on an army of 1,000,000.


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