The competition for attention is focused on social networks as brands vie for awareness and consideration. Establishing a presence in Facebook and Twitter is as necessary as it is trivial. In the great social land grab, many organizations are missing true opportunities to connect with the fifth P of the marketing mix, people. It’s less about communicating with those individuals who are already following you online and more about those who aren’t.
To excel in social media, engagement has its rewards but it is through the acts of recognition, empowerment and reward that advocacy extends a brand’s reach across social graphs and social networks, online and in the real world