Yep. That means if you don't have a employee advocacy program, you're leaving opportunity on the table.
Insight Bite: August 18, 2026.
Company pages still matter. But your people may matter more than you think. Way more. 75% more.
New research from Meltwater and LinkedIn found that 75% of LinkedIn citations in AI-generated answers come from individual member profiles, not company pages. As buyers use AI tools to research companies, products and categories, the voices of executives, subject-matter experts and practitioners are becoming important signals of credibility.
The opportunity is not to ask employees to repost more company content. It is to help the right people share useful, structured expertise in their own voice. Develop and share how-to guides, practical frameworks, data-backed observations and lessons from the market to guide employees as they become more active.
In the AI search era, employee advocacy becomes less about amplification and more about authority.
Read the full story here, on SocialMediaToday. (Infographic included)