I came across Brian Solis’s blog about the power of having advocates.
http://www.briansolis.com/2010/10/the-business-case-for-facebook-your-homepage-for-the-social-web/
Studies how that customers who follow or become a friend with a particular company through social media are more likely to recommend the the company to friends and family. Companies motivate consumers to join their social network by giving these “now members” exclusive promotions and discounts. With the power of social media companies can create their memberships and community like environment where consumers feel like they are important and there leads to consumers being advocates.
