Activating and driving brand advocacy: Why every brand needs to be talked about

Abstract

Advocacy and word of mouth have been shown to have a significant impact on brand health and growth. The rise of online social media has increased the visibility of conversations and recommendations about brands, and this has led some marketers to assume that increasing a brand's presence in social media is important to driving brand advocacy. In fact, ‘all media are social’, and a more holistic and proactive strategy is likely to be more successful. Real-world advocacy operates on a large scale and for some brands is an untapped opportunity.