May 192011

Screen shot of Empire Avenue home page

If you manage multiple social network accounts for clients, or if you a have a team of workers who are tasked with being socially active, you’ve probably surveyed various tools to monitor the performance those accounts.

Empire Avenue is not billed as a social metrics tool, but after playing it for a week I became more aware of what some of my friends were doing on Twitter, Facebook, YouTube, Flickr and LinkedIn. That’s exactly what I would need if I managed a team of customer service reps, reporters or social media account managers.

At its most basic level, Empire Ave is a stock market simulator in which you build virtual wealth by investing in social people. From Empire:

Every day, you’re on Twitter, talking to friends on Facebook, uploading videos or photos, and writing blog posts. Just for doing that stuff, you’ll earn Eaves – our virtual currency – and we’ll dish out some more virtual cash to your shareholders.

So you gain wealth when the people you invest in engage in social activities. There’s a whole lot more to the game, but the basics are enough to show how easy this game can be used to evaluate and manage your company’s social activity.

  1. Get your whole team to create an Empire account and connect their social accounts.
  2. Invest in those team members and no one else. At first, invest in each member equally.
  3. Check your portfolio every day. If you gain wealth then you know your team is being social.
  4. Sort your portfolio by “gainers” and reward those team members for a job well done.
  5. Sort your portfolio by “losers” and coach those colleagues to become more social.

The biggest challenge I see is that Empire Avenue might be too fun. Since beginning, I’ve divested in my friends (sorry) and transferred those funds into accounts with a higher return.

Oh yeah, another challenge is that your share price isn’t determined exclusively by your social activity. Your price also goes up if people buy more shares of you. So … go to and add (e)KSABLAN to your portfolio!

Here are a couple of links to get you started in the game:

  5 Responses to “Empire Avenue makes team social metrics fun”

  1. Being a student I have a little knowledge in stock market! However I like the idea of making money by investing in social people. Want to know how to create an Empire account? Please include those details in the coming posts!

  2. Great metrics fun! Thank you a lot for sharing with us.

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