Build a Curated Content Queue and Recognition Scorecard

Marketing Academy · Field Work●Social Media Marketing

All projects·From: Employee Advocacy Programs on Social Media

CoreBuild the Asset· 70 minutes

Care.com

Objective: Design and build a rotating curated-post queue plus a lightweight recognition scorecard that rewards click-throughs and comments over raw share counts, the two structural pieces the lesson identifies as what separates a program that lasts past month one from one that doesn't.

You're building the first advocacy toolkit at Care.com, the online marketplace for family, child, senior, and pet care services, for a 12-person opt-in pilot group ahead of a company-wide rollout.

Build two connected assets: a 2-week rotating post queue employees can edit or skip, and a scorecard that ranks participants by engagement quality, not share volume.

Before you start

What you'll need

Free path (everything below is enough to finish)

Notion

FreemiumHost the rotating curated post queue employees pull from

Free workspace tier handles a 12-person pilot easily, no advocacy software subscription needed to start

Google Sheets

FreeRecognition scorecard ranking by clicks-per-share

Free, and UTM click data exports cleanly into it

The process

2 steps

Step 01 of 02

Curation reduces the friction that kills sharing intent

The bottleneck in most advocacy programs isn't willingness, it's friction, hunting for a post and writing a caption kills the impulse before it happens.

What does a genuinely low-friction weekly content queue look like, one an employee can act on in under 30 seconds?

Notion— Build a Notion database with columns: Post date, Source link, Suggested caption (editable), Category, Status.

Procedure

Create a Notion database with 10 rows, 2 weeks of content at ~1 post every weekday
For each row, fill Source link, a suggested caption employees can edit or skip, and a Category (company news / industry commentary / employee-spotlight)
Mix categories so no more than 4 of 10 rows are pure company news
Add a Status column employees update to Shared / Skipped, so you can see uptake without chasing anyone

Sample output

CARE.COM ADVOCACY QUEUE, Week 1

Mon: [Industry commentary] "New CDC guidance on childcare ratios, here's what it means for families" — draft caption editable, Status: Shared (4/12)
Tue: [Company news] Product launch post — draft caption, Status: Skipped (2/12)
Wed: [Employee spotlight] Caregiver story — draft caption, Status: Shared (7/12)
...7 more rows

Healthy

No single category dominates the week, and skip rate stays under 40% per post.

Unhealthy

A queue that's 8 of 10 rows pure company news, or a skip rate above 60% on any post.

What this means

A queue that's mostly product news reads as being asked to advertise, not share something you found interesting, skip rate is the early warning sign.

So what do I do about it?

Symptom	Action	Effort
Skip rate above 60% on a post	Swap that post's category next cycle toward industry commentary or employee spotlight	5 min

YouYou can do this yourself, no engineering access required.

Step 02 of 02

Tracking outcomes instead of activity

Share counts tell you who's participating, click-throughs and comments tell you whether the program is working, a program with fewer, higher-quality shares often outperforms one optimizing for raw volume.

Two employees each shared 5 posts this month. One got 200 clicks total, the other got 12. Does your scorecard treat them the same?

Google Sheets— Build a scorecard with columns: Employee, Shares, Total clicks, Total comments, Clicks-per-share.

Procedure

List all 12 pilot participants as rows
Log Shares, Total clicks (from UTM-tagged links), and Total comments for the month
Compute Clicks-per-share as the ranking metric, not raw Shares
Rank top 3 by clicks-per-share for the monthly shoutout, not top 3 by share count

Sample output

CARE.COM ADVOCACY SCORECARD, Month 1

Employee A: 5 shares, 200 clicks, 18 comments, 40.0 clicks/share -> #1
Employee B: 5 shares, 12 clicks, 1 comment, 2.4 clicks/share -> #9
Employee C: 2 shares, 60 clicks, 9 comments, 30.0 clicks/share -> #2
...9 more rows

Healthy

Monthly shoutout goes to high clicks-per-share employees, even at low share counts.

Unhealthy

Ranking by raw share count alone, which rewards volume over resonance and quietly re-creates the pressure-to-post problem.

What this means

Employee C shared only twice but drove more real engagement than Employee B's five shares, ranking by volume would have sent the wrong signal about what good participation looks like.

So what do I do about it?

Symptom	Action	Effort
Leaderboard ranked by share count keeps surfacing low-engagement posters	Switch the ranking formula to clicks-per-share before the next monthly shoutout	5 min

YouYou can do this yourself, no engineering access required.

Final deliverable

A live 2-week Notion content queue plus a Google Sheets recognition scorecard ranking pilot participants by clicks-per-share, ready to hand to the 12-person pilot group.

See a reference example

Sample output

Zillow Advocacy Pilot, Month 1 recap

Queue uptake: 68% of posts shared by at least one participant, skip rate held under 35% across all 10 posts.
Top performer by clicks-per-share: an agent with 3 shares and 96 total clicks, spotlighted in the team newsletter instead of the person with the most raw shares.

Success criteria

You're done when you can:

Queue mixes at least 3 content categories with no category exceeding 40% of posts
Scorecard ranks by clicks-per-share, not raw share count
Output identifies at least one specific below-median performer to watch