Step 3: What is advocacy? Alberto Culver has a pyramid. Curators at the top, followed by producers, commenters, sharers and the foundation: watchers.
Can't rely on one place, say, Facebook, to
generate enough content. Goals are to maximize the number of curators, amplify the voice of producers and encourage engagement.
Identify watchers, ID sharers/commenters, ID producers/curators to
get to Aggregate advocacy content.
Holy grail is how to distribute that content. Haven't figured it out yet but looking to get an organic thing going.
You don't have to know how many fans
you have or what the ROI is. More important is what kind of content are we creating.
Bottom line: Kill clickthrough rate, redefine your social ROI, guarantee WOM.