8 characteristics of brand advocates

Here’s how to recognize and engage with your brand’s best cheerleaders.

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Whether you’re working on a search marketing campaign or overseeing a client’s display strategy, you must understand and believe in brand advocacy.

A recent eMarketer report, “Brand Advocates: Scaling Social Media Word-of-Mouth,” was a timely addition to marketers’ libraries. The report highlights the stunning growth of brand advocacy over the last five years, provides helpful tips companies can use to cultivate brand advocates, and explains how to avoid annoying those who most appreciate your brand.

The report’s executive summary sums up what most marketers already know: “Brand advocacy is becoming a critical part of the social media marketing mix.”

But there’s more that underlies successful brand advocacy campaigns. Consumers don’t just like a brand and comment about it on social networks for fun. As eMarketer reports, consumers like brands because many want to see their favorite brands succeed. That can have powerful positive effects on companies—if they respect and use their brand advocates properly.

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