What is the difference between an advocate and an influencer? How will they act when it comes to crisis communications?
Jay Baer, the main man at Convince and Convert, shared an infographic recently on the difference between influencers and advocates. He encouraged his readers to share the infographic, so I thought it might be a good exercise to understand how these two groups influence our understanding of how crisis information might be shared in social media. Jay has written about the subject before here, so this piece was a good visual reminder of his earlier thoughts.
Baer highlights two issues we need to keep in mind: one group has the power to drive action, the other just drives awareness. Awareness in itself is not without benefits, but Baer maintains that we tend to confuse audience with influence, meaning numbers are not a measure of influence, just a measure of reach. The second issue is one of passion. Jay says, "Advocacy is driven by the depth of conviction, and influencers typically are less committed to the product or company than are actual customer advocates."
When it comes to crisis communications planning, we need to keep in mind the effect that each of these groups will have on our message, and what the advantages and disadvantages of each may be.
Influencers may not:
I’d like to hear your thoughts about the infographic. Which of the statistics strikes you? You’re welcome to start a discussion in the comments.