The complete employee advocacy vocabulary

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A user role or job function responsible for managing a company's brand identity, assets, and user permissions

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The extra reputation and trust a company gains brand awareness, perceived quality, and brand loyalty

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Short form of 'Weblogs', regularly updated website or online page where an individual or business shares ideas, news, or detailed expertise about its relevant topic

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Short, easily digestible assets (memes, brief quotes, 15-second videos) designed for quick sharing and consuming on mobile feeds.

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Authentic content capturing office culture, team events, or product development processes

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Compliant, relevant, and valuable content which a company finds, selects, and organizes – for both internal company posts and external industry news

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A software tool and business strategy that helps companies store contact data, track sales, and manage interactions with current and future customers in one place

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Reusing or adapting a single piece of content across different social media platforms (e.g., LinkedIn, X, Instagram)

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An advertising pricing model where an advertiser pays for every 1,000 views or impressions of an ad

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A digital marketing metric that measures the total financial cost to acquire one paying customer or user action

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An online advertising pricing model where advertisers pay a fee only when a user clicks on their digital ad

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The percentage of prospects from employee-shared links who complete a desired action (e.g., applying for a job, filling up an enquiry form)

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Re-publishing brand content across multiple external employee channels to maximize exposure

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The review process ensuring all downloadable or shareable material meets brand standards and compliance rules before reaching employees

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A centralized, organized digital repository where an organization stores and manages its multimedia assets, documents, and resources

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A scheduled timeline detailing when corporate assets will be released into the employee advocacy library for distribution

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The ratio of users who click on a link shared by an employee versus total views

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A highly motivated staff member who not only promotes their company on social media, but also actively drives, models, and encourages peer participation within the program

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A single post that contains multiple images or videos or both that users can swipe or click through

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Online visitor flow that comes from users encountering brands, products, or content through AI‑powered recommendations, feeds, and contextual surfacing - without actively searching for them

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Untracked social sharing that happens through private communications like Slack, WhatsApp, DMs, or email