Employee advocacy tools are point solutions dedicated to the curation and dissemination of branded and third-party content to an organization's employees who can then publish it to their social media accounts, or share it via direct channels like email or messaging apps. This is typically done via a mobile application, although most also have web-based desktop interfaces.
The ECA market consists of vendors offering a discrete application, well-defined module, or cohesive set of capabilities that enables people in “communicator” roles to plan, create, coordinate, and distribute internal communications across the workforce or to specific audiences. ECAs include analytics that measure interactions and effectiveness of communications across content, channels, devices, campaigns and feedback loops to assess business and employee value.