Not all advocates are created equal—someone who “likes” your brand or follows you on Twitter is not an advocate (yet). This is an important fact to realize before you plan and launch an advocacy program. Building a program can be costly, so you need to invest wisely in advocates who can create the biggest bang for the buck. While it’s nice to have anyone advocating on your behalf, you need to get the Mass Influencers doing so.
As introduced in the Forrester Peer Influence Pyramid, Mass Influencers are the minority of those in social media who create the majority of the influence posts and impressions about products and services. These are the people who combine influence, trust, relevance and scale to create powerful advocacy.
There are three ways to create mass-influencing advocates:
Promote them: Take people who have little influence on their own and make them Mass Influencers through involvement in your program. The Walt Disney World Moms Panel is a successful example of this approach.