Who influences you, and whom do you influence? For years there’s been talk about creating “brand advocates” with social media. Everybody wants thousands of raving fans singing their praises on social channels, but few are willing to do the real work that advocacy (and influence) requires—relationship building. We see companies build elaborate social profiles and advertise to get more fans, and then wonder in a few months why no one spreads the word about them.
More and more brands are finding out that social media is more about building influence than harvesting leads. So how do you develop social influence, and how does it benefit your company in the long run?