This month at NMX we launched weekly, lunchtime chats on Facebook. Our first special guest was Michael Brito, SVP of Social Business at Edelman. Michael’s also one of the speakers at our BusinessNext Social Conference in January. His session is titled “The New Influencers: Brand Advocacy Inside and Out.”
Michael’s worked with big brands such as Hewlett-Packard, Intel, and Yahoo!. He is also the author of Smart Business, Social Business: A Playbook for Social Media In Your Organization. If you missed our first, weekly chat with Michael, the transcript is below.
Shane Ketterman I have a question! What are 3 main differences between “influencers” and “advocates” and why is this important?Michael Brito when I think about advocacy … a term called Reciprocal Altruism comes to mind… it’s this concept that we as marketers need to “give to the community, without any expectation of receiving anything i return”Shane Ketterman I like the distinction actually and in a way – - we are all advocates for something – - I fall in love with things I use and tell others on a continual basis, but companies may not even know that I’m doing it…Michael Brito @megan usually advocates can be found through a conversation audit. An audit will tell you where the conversation is happening (twitter, blogs, forums, etc.), the sentiment of conversations and also identify the advocates. Also looking at your own facebook/twitter activity is a way to find advocates … they are the ones that are commenting/sharing/RTing, Liking your content the most. Simply MEasured (monitoring company) can also do this.Dave Taylor Michael, social media is fundamentally about *people*, but that often is at odds with the need of a brand to remain autonomous and anonymous. There’s no Mr. Nike or Ms. Starbucks. The result: we have companies like Panasonic and Wal-Mart creating fake people to tap into social media’s buzz – astroturfing – or brands more identified by their representatives (I’m thinking of Microsoft and Robert Scoble) even when the person’s left the company. How do you counsel companies find a balance with this complex tension and be successful here on FB and elsewhere online?Michael Brito @Dave .. i look at it differetnly. Social media is about content… but that content should be created (paid, owned, earned) in a way that changes behavior. You can’t change behavior unless the brand is “human”. Dell is a great example of a company that has created employee advocacy .. basically enabling their employees to build their personas online. And guess what, they don’t just have one person. They have several hundred as does Intel and IBM Social Business.Michael Brito creating fake people isn’t smart and I think most companies have learned that this isn;t a best practice. Instead, they are using employees, customers and partners to feed into the content engine.New Media Expo Thanks, Michael! Looking forward to your presentation at NMX and feel free to use this space to pitch your latest project.