Would you rather reach thousands who "like" your brand or reach hundreds of Advocates?

Have you ever played the game 'Would you rather?'

Would you rather always lose or never play?

Would you rather be able to stop time or fly?

Would you rather find true love or 10 million dollars?

Would you rather reach thousands of people who "like" you or reach hundreds of Brand Advocates?

Brands continue to work diligently to build their Facebook and Twitter followers, and although a vital piece of any social media strategy, how much more impressive would it be if they first focused on how many of their customers are Advocates?

Take Norton Anti-virus software for example...

14,000 Norton Advocates vs 150,000 Norton Loyalists were asked to write a product review and share offers via email.

Compared to Loyalists, Advocates:

  • opened the email at a 2X higher rate
  • clicked through at 2.5X higher rate
  • shared offers at a 9.5X higher rate
  • wrote reviews at a 25X higher rate

This is the essence of what I refer to as 'Advocate Gearing'. Reach a large group at a faster speed (or cadence) and achieve less impact - the Loyalists. OR reach out to a smaller, more responsive group and drive results with a greater impact - aka: An Advocate Channel.

What are your thoughts?