SWOOP Analytics has spent more than a decade analysing digital workplace behaviours, and uncovering what truly drives engagement and collaboration in enterprise social networks. One of the most widely recognised engagement frameworks - the 1-2-3 Rule for Enterprise Social Networks - originated from our research and has since been widely adopted across organisations globally.

The birth of the 1-2-3 rule

As we analysed thousands of networks, we noticed a common challenge: Many employees were passive observers rather than active contributors. To bridge this gap, we developed the 1-2-3 rule, a simple but effective way to encourage participation:

• For every 1 post – Posting encourages knowledge sharing and proactive participation.

• Make 2 replies – Helps spark discussions and fosters meaningful conversations.

• And 3 reactions – A quick and easy way to acknowledge contributions and show appreciation.

This structured yet manageable approach empowers employees to move from passive consumption to active engagement, building healthier digital communities and stronger workplace connections. And it mimics how we interact in real life too.

Why it works

Our research revealed that organisations with higher engagement levels on Viva Engage exhibit greater collaboration, improved knowledge sharing, and stronger employee connections. When individuals consistently interact with content, they become more informed, connected, and engaged, leading to positive business outcomes.

The 1-2-3 rule removes the uncertainty around how to engage and provides a simple, actionable framework that anyone—regardless of role or confidence level—can follow.

The industry impact

Since SWOOP Analytics first introduced this concept 10 years ago, the 1-2-3 rule has been widely embraced by internal communications professionals, community managers, and business leaders as a practical way to foster a culture of participation. While it has since been referenced in many engagement strategies, it all started with SWOOP Analytics’ deep data insights into digital workplace behaviour.

Reaffirming the 1-2-3 rule’s relevance today

With the rise of AI-driven collaboration tools and the evolving role of enterprise social networks, engagement strategies must continue to adapt. However, the fundamentals of human connection remain unchanged. People want to be acknowledged, involved, and empowered. The 1-2-3 rule is as relevant today as ever, serving as a cornerstone for digital engagement best practices.

We take pride in having pioneered this approach, and we remain committed to providing data-driven insights that help organisations foster meaningful collaboration in the modern workplace.

Want to learn more about how SWOOP Analytics helps organisations measure and improve engagement on Viva Engage? Get in touch with us today!