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Mack, totally on board with you! Companies need to focus on the people who love them, and get them to spread the love on their behalf. Not only is it more cost-efficient, Advocates are much more influential and trustworthy than marketers. I work for Zuberance where we help our customers energize their Advocates to create social recommendations and we've found that Advocates make up much more than just 10% of a company's customer base- on average, 40-50%, even for "non-sexy" brands (I wrote a blog post mentioning a few of these recently: http://bit.ly/p5DGLQ).
Thanks for the post. Cheers!
1 year, 9 months ago on New study suggests a passionate minority can sway the majority
Chris- Awesome post! I'm with you all the way. In fact, I attended a panel discussion recently where this same issue came up regarding what to do when an angry customer is blasting your company on social media. One of the panelists suggested to take the conversation off the social web and onto email. I completely disagree (and I'm sure you would too) because the outcome of how you deal with the angry customer will probably make its way back to Facebook or Twitter anyway. I wrote a follow-up blog post on the importance of companies embracing transparency- http://bit.ly/kLZrek.
Cheers to turning detractors into Advocates!
1 year, 11 months ago on 4 Keys to Turning Negative Commenters Into Brand Advocates