Home Customer Advocacy The Truth About Influencers And Brand Advocacy
The Truth About Influencers And Brand Advocacy
September 18, 2012 Leave a Comment

The Truth About Influencers And Brand Advocacy

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.

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About Michael Brito

Michael Brito is a Senior Vice President of Social Business Planning at Edelman Digital. He helps his clients transform their organizations to be more open, collaborative and socially proficient; with the end result of creating shared value with employees, partners and customers. Prior to Edelman, Michael worked for Intel and Hewlett Packard in various social media marketing roles. Opinions posted here are his own.

Feel free to follow him on Twitter, subscribe to this blog or read some more of his content on Social Business News.