Connecting with Brand Advocates: Who, What and Why

Mary Manzo Manager, The Digital Brand Architects

Posted on March 6th 2013

Connecting with Brand Advocates: Who, What and Why

Social media has made it possible for brands and consumers to connect in ways that were never possible before. A relationship that promotes and nurtures brand loyalty, brand love, and brand advocacy.

Brand AdvocacyFinding and leveraging a partnership with your brand’s advocates is one of the best ways to spread positive word of mouth. Why you ask?

First, ask yourself, who you think consumers trust the most?

The answer is definitely not the companies and executives of brands. People no longer trust officials, CEO's, and institutions.

So whom do they trust?

Consumers trust their friends, people they can relate to. It is one of the reasons why social media and review sites like Yelp continue to grow. People want to know what other people think, not what companies want them to think.

This brings us to why advocates are so important.  Advocates want to tell all of their friends why your product or service is amazing. And advocates want to spread this news to as many people as they can.

Characteristics of an advocate:

  • Advocates have positive feelings about your brand.

  • Advocates actively love your brand by frequently talking about it and openly sharing their experiences.

  • And here is something very important: advocates also have a want and need to influence others.

Never make your advocates feel like they are being used. Be authentic and develop a relationship that is mutually beneficial. It is up to your brand to identify these advocates and then mobilize them.

Empower your advocates to speak for your brand, defend your brand and mold your brand!


Mary Manzo

Manager, The Digital Brand Architects

Mary is a social media manager at Escalate, a WOM and experiential marketing agency in NYC. She specializes in leveraging a social business to reach and inspire consumers. 

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Posted on March 6th 2013 at 10:29PM

"Consumers trust their friends".........This is so true, Mary. Companies need to understand that thanks to Enron, companies are forced to be more transparent. Using social media to brand is a must as people "tell their friends" through social media. Companies who fail to monitor such can end up paying the price. Those who are already monitoring social media channels know how great it is to be able to see the conversations that people are having about their brand. Thanks for the content.

Kent Ong
Posted on March 7th 2013 at 4:57AM

Hi Mary, according to Nielsen, 92% of people trust recommendation from friends and families. Means word of mouth marketing is very important. Having a brand advocate can do that.