Reciprocal Altruism, as defined by Steve Knox, CEO of Proctor & Gamble’s word-of-mouth division Tremor is a concept “where you give to someone without no expectation of getting something in return.”
I have been pretty vocal lately about customer advocacy and how it relates to social media. I think it’s the most important issue for brands today; and unfortunately, broadly ignored by many. I would venture to say that most brands already have dormant advocates that are just waiting to be activated.
So, how do you activate your advocates? Watch this video for some tips from Steve (via Trey Pennington’s blog):