From behaviour design to always-on advocacy. Social Reach Optimization (SRO) is our approach to building sustainable brand visibility through people. Not by asking for motivation upfront, but by designing behaviour step by step.
Employee advocacy only works when people actually participate. SRO is built to make that happen.
Most organisations don’t fail because of lack of intent. They fail because behaviour is hard to change. People are asked to:
Without structure, this creates friction. Motivation drops. Participation fades. SRO solves this by applying proven behaviour change principles.
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Behavior doesn’t happen because people want to. It happens when it’s easy, timed right and supported.
SRO is inspired by the Fogg Behavior Model, which states that behaviour only occurs when Motivation, Ability and a Prompt come together.
Instead of expecting all three at once, SRO builds them in the right order. Design behaviour first. Motivation follows.
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Every SRO journey starts with a 60-day experiment. The goal is not performance, but participation.
During the experiment:
People don’t need motivation yet. They just need it to be easy.
Start the 60-day experiment →
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After the experiment, organisations choose a first license.
This introduces:
People recognise the pattern. They see results and confidence grows.
Motivation follows success, not the other way around.
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As adoption grows, organisations move into collaboration.
This is where behaviour really sticks:
Advocacy becomes something people own, not something they are asked to do.
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In mature organisations, advocacy becomes part of how the organisation works.
With KPIs, rewards, lead tracking and governance:
This is where advocacy becomes truly always-on.
SRO is not just a technical roadmap. It is a behavioural maturity model.
Each phase reflects a higher level of behavioural maturity.
Always start with an experiment. Lower the barrier and prove participation before committing.
After the experiment you choose how far you want to scale, once value is proven.
Licenses include the setup your organisation needs. From teams and workflows to integrations.
Software enables scale. Programs make it stick.
High effort, low consistency. Behaviour depends on individuals.
Routine replaces randomness. Consistency creates confidence.
Credibility grows through people. Advocacy becomes authentic.
Ownership creates scale. Teams activate themselves within guardrails.
Behaviour drives results. Advocacy is measurable and optimised.
SRO works because it meets people where they are — removing friction before raising expectations, and aligning prompts and behaviour with the way people actually work. The outcomes speak for themselves:
Organisations can start small without demanding motivation upfront, and grow steadily without losing adoption. All behaviour-driven — which is exactly why it lasts.
Discover how to turn your leadership team into thought leaders on social media. Learn how to involve them in employee advocacy for maximum impact.
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