One of the key benefits of social listening for any enterprise is uncovering the â€œbrand advocateâ€. This is someone who thoroughly believes in the brand, and will not only advocate for it but also influence those around them.
Below is an infographic that illustrates the difference between an “advocate” and an “influencer”. You’ll often hear marketers talk about finding influencers to help promote a campaign or push the brand story. Unfortunately it usually involves bribing them with samples, subscriptions, or cash to spread the message to their audience. The reality is there is very little trust in this type of sponsorship, as the influencer audience is usually suspect of incentives based on promotion.
Advocates are about 3X more trusted and influential than ads and other forms of paid media. – Zuberance
A brand advocate, on the other hand, does not need to be convinced. The brand advocate is already enrolled in the brand story or the merits of the product or service. And when you look at the Nielsen research in the numbers below, you can see the level of influence a brand advocate has over an influencer.