Ok, not a universal truth … just my opinion. Over the years, I have written several blog posts and even dedicated an entire chapter in my book about the topic of customer advocacy. I believe that investing in scalable, long term brand advocacy programs is a business imperative; more so than just increasing friends, fans and followers.
Here are a few things we know about influencers and advocates:
- They are not the same and require separate strategic frameworks.
- Influencers usually require an incentive before they engage. Advocates just love the brand and will pretty much do anything you ask.
- Influencers are effective for short-term campaigns, product launches and events; advocates drive long-term business value.
- Many companies today spend their time and dollars trying to find and engage with influencers. Advocates are often ignored.