Been there...
My previous company produced and sold their own @Work Social platform. IT bods were tasked with "championing" the cause. Part of our annual objective was to increase our PQ score by more than 5 points. PQ = no one's really sure what it is since the "secret sauce" is a company secret.
Anyhow I did my part and only managed to increase my score by 3 points. Posting "work" related posts - like how working from home can be more productive, or why multi-tasking is not as efficient as you think you are. Alas those who post about "their gingerbread sculpture" or "last week's social do" got way more likes, comments and feedback and a higher PQ score.