It’s time for brands to start activating their advocates

It’s time for brands to start activating their advocates

This post was inspired after reading Brian Solis’s latest article about brands on the social web, specifically the rise of the social customer in Facebook.

If this doesn’t kick organizations in the butt to get them thinking more about customer advocacy, I don’t know what will.  In a study way back in April (how in the heck did I miss this) of social media and usage, it’s apparent that consumers who friend/fan/like/follow a brand on Facebook and Twitter are more likely to recommend and buy from those brands than before they friended/fanned/liked/followed them.


More details from the study reveal something interesting.

The study of over 1500 consumers by market research firm Chadwick Martin Bailey and iModerate Research Technologies found that 60% of Facebook fans and 79% of Twitter followers are more likely to recommend those brands since becoming a fan or follower. And an impressive 51% of Facebook fans and 67% of Twitter followers are more likely to buy the brands they follow or are a fan of.  Considering Facebook’s over 400 million users, the opportunity is great for social media marketers.

There is a very important distinction here.  The mere action of “becoming a friend, fan, following or just liking a brand” is influencing purchase behavior.  Imagine, just imagine for one minute if a brand put just a little effort in harnessing those potential relationships.  Brian hit it right on the head in his post, “Facebook success is defined by our investment of time, resources, energy and creativity.“ And, it’s not just Facebook. It’s the enitre social ecosystem.  Advocates exist everywhere. They are dormant and just waiting to be activated. It’s time for companies to start thinking about their brand advocates.

Check out my latest post on Social Business.

About Michael Brito

Michael Brito has been making things happen online since 1996 with a legit hustle. He gets mad when the 49ers lose, really mad. Feel free to follow him on Twitter.

  • Mikko Rummukainen

    Thanks for the post, Michael!

    If these figures represent the mere average of FB Pages and Twitter accounts, I can't even imagine how often consumers buy/recommend their liked or followed brands when looking at 'the really well managed and highly engaging' company profiles.

  • Chase McMichael | InfiniGraph

    Michael great post @InfiniGraph recent post went into the value of a Fan and agree from what data we're seeing on the activity around other brands consumer cross fan relationship to brands they are most active with that their are more vocal on their referral/purchase with the greater number of those in common connections.

  • Seiji Kato

    Wonderful post!
    It's so true! If companies put more time and effort into social media, they could have huge populations of the facebook/twitter populous coming to them for purchases and membership. the other key thing to remember though is if they can keep up the mentality that the customer is important and they matter. It is hard for a business to socialise after all. It is easier for people.