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Brand Advocates Using Social Media: What Are They? More Importantly, How And Where Do You Find Them?

by James Ball on May 31, 2011

Look, there, up in the sky! It’s a bird, it’s a plane…no, it’s a lady swinging from the top of the highest windmill over Farmville. She’s singing the praises of her beloved brands…and she’s mine. I found her first!

For those of you who may be new to the pro-active marketing of your business using social media channels, today’s post provides a huge clue. You already know that there must be something more than just the numbers, right?  What are 642 fans on a Facebook page and 128 followers on Twitter good for anyway?

What if only one of those Facebook fans really mattered? What if there really was that “one guy” who could really make Twitter work for you? Would you know which one? ( Certainly you’ll need more than just one champion! ) Do you know what to look for, which characteristics these people display?  Among all of the noise, somewhere in the masses, we long to find these rare gems. The point today is that you need to know what to look for so that you can effectively empower and equip these to be YOUR brand advocates!

Start with the brilliant infographic below from BzzAgent. The data used to create it is from a study conducted by BzzAgent and the University Of Rhode Island College Of Business Administration to explore the habitat of the brand advocate. There are some very telling points and insight here! Below the graphic I want to talk a little more on the topic and on the study. Click on the image for a much larger view.

 Some of the key takeaways from the study are:

  • Brand advocates are prolific at creating and sharing information
  • Advocates influence opinions and purchases
  • Advocates use social media to help others
  • Advocates prefer to share product information on social networks
  • Advocates reach a broader audience

 Brand advocates are not the typical web user. They are so much more savvy and plugged-in than average web surfers. Advocates are always on the cutting edge of technology and social media channels. These people really do enjoy sharing great tips with their audience, and their audiences look to them for their leadership. What’s more is that they thrive on being known as a reliable resource. What can you do to empower these very special people?

Here are some tips from successful marketers as recorded by Zuberance:

By engaging with brand advocates and ensuring that they get the best information about your products and services, you super-amplify your message’s reach. People simply heed the advice and guidance of such third-party voices so much more than from the brand itself.


 

“Brand advocates are an entirely different breed of consumer. They love to talk about the brands and products they use every day. They are thought leaders in their constantly expanding social circles and their actions persuade the opinions and purchases decisions of many others.” – BzzAgent

It would be really great if you downloaded the Field Guide To Brand Advocates for yourself. The study provides so much more than can be discussed effectively here today.  I hope that your understanding about brand advocates has been expanded a bit today. I also hope that you’ll be successful as you set out to find and empower an army of them for yourself! Please feel free to share your thoughts in the comments today.

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