Influence and Advocacy is a topic I have a great interest in. So does just about every agency, brand owner – and individual who is active online.
Influence is seen as a key tool that brand owners need to tap into. It is supposed to ensure that they get their brand messages out to people online through social media. They are hoping that they will get recommendations, and so sales as a result.
This is not a surprise: Consumers really trust recommendations.
In that I argued that Advocates are much more important for your business. They love your brand, and will actively promote, recommend and defend it as well – with little incentive or self interest agenda.
Infographic Explaining “Influencers Vs. Advocates”
I was, therefore, impressed with the Infographic that Zuberance (an agency specialising in the topic) and Convince & Convert (Social Media Consultancy) developed. It lays out the case, with data, on the difference and has the same conclusion. Advocates will drive more action for your brand. They are keen to support, promote and even defend your brand. With limited added incentives.
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