Collaboratory
The Collaboratory is our Social Business collaborative lab where we engage and explore an ongoing discussion, share thoughts, opinions, and ideas on Social Business.
Amplifiers vs. Advocates – which are you after?
Blog PostMarketers today have a problem: we are confusing people who are willing to amplify our message with those fans who are true brand advocates. Why? Because we don't completely understand what an advocate is. We conflate amplifiers and advocates when they are actually quite different. A true advocate lends their personal reputation to a brand to influence their friends and peers. An amplifier lends their reputation to a piece of content or messaging to influence their friends and peers.
Should customers be in control?
Blog PostAs social media evolves, I've been wondering if the adages we all know still apply; for example, "customers are in control." But should they be?
