Brand Advocacy in Social Networks

What defines the people who will take your brand’s message and endorse it, even propagate it, through social media? Some folks call these advocates “Brand Fans,” others call them “Fansumers.” It’s easy to get caught up in the details of what a social media influencer is — but what does brand advocacy in the setting of a social network actually look like?

It looks like this. Twice a week, consistently, for over a month since I added the (lil) Green Patch application on Facebook, I’ve received invites from Laura to join her in helping to “fight global warming” through this app.

This is powerful stuff. Not only does Laura endorse this message, but she has actively promoted it; not only has she actively promoted it, she continues to actively promote it, sending invitation after invitation to her network of Facebook friends. She is regularly engaged with the application, which alone is a win for any any app developer, but she also determinedly spreads her passion for the cause.

This is an interesting example, because for the most part the successful “environmental” apps on Facebook toe the line of being complete scams. There’s very little accountability in these applications, and users are made to feel they are making a much more significant “difference” than they verifiably are.

But what if instead of an ambiguous, quasi-deceptive message of environmental action, Laura had an opportunity to engage with, endorse, and propagate a message from a trusted and beloved brand? Internet users are already talking about brands — not just occasionally, but constantly. Given additional points of contact and the tools to promote their favorite brands, social media users instantly become volunteer brand ambassadors.

Are you giving your consumers — the ones who are already talking about your brand, whether you’re listening or not — the tools to turn their brand loyalty into brand advocacy?

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