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.
As I covered in "Why are Peer Recommendations Absolutely Critical for Marketing Success", consumers trust recommendations from people they trust over ALL types and forms of paid for advertising. 92% say they rely on recommendations when making product choices from people they know. Even 70% say online reviews are important in their choice.
You need to know your "Influencers" versus your "Advocates"
You need to be clear about what a difference that an "Advocate" can make to your business, and why they are better than an "Influencer". There is too much focus on "Influencers", in my view.
I outlined the key differences in them in my article entitled "Influencers versus Advocate: Which is more Important for your Brand?".
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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