About the Book
This book is meant to equip business leaders with the tools and knowledge necessary to humanize their business operations …Stay Connected
About the Author
Michael Brito considers himself a student of the social business, community building and customer advocacy.
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Read posts about advocacy and creating customer advocate programs.
How to Create a Customer Advocacy Program
Advocates congregate all over the social web. They spend time on Twitter, Facebook, Google +, blogs, forums and other, smaller community sites. Before an organization creates a formal customer advocate program for their brand, they must first be ready to scale their programs internally and understand the budget, management/ownership; and then formalize and document specifically how the program is going to function. Additionally, companies must ensure that the entire organization is fully bought into the program and ready to support it at all levels. And once the program is in place, companies need to be prepared to take action. Merely listening to advocates and saying “thank you” every now and then just isn’t enough.
Why Influencers Don’t Matter!
Actually, influencers do matter, just not as much as most people think. In fact, in the book, I talk about the difference between influencers and advocates – read more below. I was inspired to write this after reading a post from @techguerilla about Contextual Relevance In Social Influence.
A Glimpse into the First 5 Chapters
When I first set out to write this book, I wanted to build the sections in a way that allowed for easy chapter-based steps which could facilitate the practical application of the strategies contained in the book. Each subsequent section and chapter serving as a requisite building-block of the next in much the same way as other books.
In a perfect real world scenario, this book is meant to mirror in chronological order and the natural evolution into a social business – cultural change –> tearing down silos and communicating across the organization –> social technologies that facilitate communication –> governance models –> tactical considerations that address the social customer –> and social CRM being response to the external social customer. This is essentially the first half of the book. Here is a glimpse of the Table of Contents: