I recently took a meeting with “a talker.” You know these people. They’re the ones who are all too eager to schedule meetings. However (sometimes several hours later), you walk away wondering what you really got out of the meeting since 90% of the conversation had nothing to do with you. “Couldn’t that have been sent out in an email?”
These people are often salesman. They have the ability to talk so much that they start to resemble a dog chasing its tail, going around and around, all the while thinking that their audience is watching them, completely enthralled.
Truth be told, I prefer a clean, concise delivery. I bet you do, too. So here’s the point of this post: It’s entirely possible to create brand advocates by saying a lot in just a few words, or characters — 140 characters, to be exact.
What Are Brand Advocates?
According to Webopedia, “a brand advocate is a person, or customer who talks favorably about a brand or product, and then passes on positive word-of-mouth (WOM) messages about the brand to other people.”
Now, don’t get brand advocates confused with influencers. Brand advocates are typically satisfied customers, or even employees, whereas influencers are typically bloggers or celebrities. Brand advocates are influenced by a motivation to help their peers rather than a desire to grow their own audience.
Brand advocates are also typically not rewarded for endorsing a brand, whereas an influencer often expects perks like free products in exchange for promoting your product or service.
You can get the real low-down on the difference between advocates and influencers in this handy dandy infographic from Zuberance.
Why Using Twitter Gets You Brand Advocates
Let’s be clear, merely holding a Twitter account will not get you brand advocates. However, actively engaging on Twitter creates a huge potential for increasing your brand advocates. Think of it as the “you have to be a friend to get a friend” sort of philosophy.
Chances are, many of your fans are already on Twitter, and perhaps talking about you already. You could leave it at that. However, searching out those who are your fans allows you to interact with them in a way that promotes connection and loyalty. How do you know who’s talking about you?
There are few handy tools, such as Warble that notify you, based on your preset criteria, when someone mentions you on Twitter. You can track keywords, mentions, hashtags, and phrases using Warble’s free email alert system.
Perhaps someone just left your store and genuinely had a great experience that they share on social media. Well, of course you don’t want that kind of loyalty to go unnoticed, so you immediately respond, thanking them and reassuring them of how much they are appreciated. Don’t forget to follow them if you’re not following them already!
You can easily see how just a few Twitter characters go a long way to creating brand advocates.
In a future post, we’ll talk more about specific ways to create brand advocates on social media. So in the meantime, do your homework! Start searching for those who are already talking about you on social media, get your notifications set up through Warble or another comparable service, and start showing appreciation for your awesome brand advocates!