Social Media Strategies: Nurture Advocacy

Building advocacy has always been a priority for brands in the past and today is no different. Brands engage social media influencers to become brand ambassadors or to help distribute content to a wider audience. However, social media provides a more valuable opportunity for brands. As Meghan Whalen Turner says, “Sometimes if you want to change a person’s mind, you have to change the mind of the person next to them first.” Social media presents the opportunity to build and nurture relationships at various levels of advocacy for the brand. The common plan is to look towards recognised social media influencers, which is akin to celebrity marketing albeit, more cost-effective. We can and should look further though. When looking to building and nurturing brand advocacy online we should look towards: Mega and minor celebrities Social media influencers Journalists Our customers Our employees All these people and more can provide and nurture brand advocacy. Outlined below is a framework developed at DigitLab that looks at how you can start nurturing your social media influence, instead of always having to buy it through campaigns, influencer fees and giveaways. Step 1: Identify To identify the influencers with whom you wish to build a relationship with, you first need to identify your ideal target audience: Who do you want to be speaking to? How old are they? What are their interests? What are their online behaviours like – which social platforms are they on? Which part of the consumer journey would you like to influence them...

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