How do you examine a trend?
One way is to pay close attention to Google's trends page. The company's charts allow you to see when a topic's popularity peaks. In the case of employee advocacy, 2015 has been a good year (see above).
But Google's data-centric approach to trending topics has its limits. The chart above provides little context. It asks no questions. For more context and deeper research, you have to turn to the analysts.
This year, two major reports on employee advocacy have been published. Not only do the reports give us a lay of the land. They give us excellent tips for building strategies on top of that land. Let's take a look at what the industry analysts have to say.