Engaging fans on social media comes naturally for brands people love to identify themselves with, like health food, gyms, or good times. But what if you’re one of the thousands of services we all need every day, even if we’d rather not tell the world about it?
Whether they are highly regulated or their corporate culture is just too risk averse, lots of companies and brands face the same hurdles that a public school district faces. This process and policy for managing social media risk should be used as both encouragement and a model for brands everywhere.
As PR pros know, “mommy bloggers” represent an important bridge between home, family and parenting brands and their customers. Mom blogs have the power of reach and trust, and can be one of the most effective brand advocacy tools. But when communication between the “mommy blogger” and PR pro goes awry, the opportunity for what would have otherwise been a mutually beneficial relationship is lost.
While harnessing the power of employee advocates can be a lucrative business opportunity, employers and employees alike need to recognize and appreciate the risks each one brings to the table, and ultimately develop a mutually beneficial advocacy program. Until that time, you may want to rethink the idea of becoming an employee advocate.
"If advocacy means genuinely believing in and supporting a brand (via social sharing, WOM, etc.), what brands would you consider yourself an advocate of? Why do you advocate for these brands?" See what Hessie Jones, CEO of ArCompany, has to say about this and other questions.
This week we hosted another Social Media Today webinar as part of the Best Thinker webinar series, this time on the topic of Advocate Marketing Decoded: 5 Proven Steps to Powering Advocates in Retail. This webinar was sponsored by SocialChorus.
This is the second post in Crowdly's “Leaders in Advocate Marketing” series, which helps brands understand the word of mouth landscape and how to drive the best results across social, email and all customer engagement channels. This week, Erik Qualman discusses which brands are getting advocate marketing right, and how advocacy is a crucial part of brand marketing.