6 - Advocates and Evangelists

In the present chapter, the author means to include the perspective of the advocates themselves, by way of presenting research collected from bloggers, onine advocates, the ordinary "netizen" who occasionally advocates, and evangelists.

Blogger's Perspective

The author presents some insights gathered by sending a survey to 30 bloggers identified by a media firm as being influential. It was a collection of closed- and open-ended questions that probed their motivation to speak out about brands to their audiences.

Advocacy Roundtable

The author interview a panel of people who work for media companies that promote advocacy (EN: Specifically, not the advocates themselves, though they look to be included in the following section, the point being that the content here is second-hand from people who have a financial interest in advocating in favor of advocacy.)

Netizen Brand Advocates

The author considers ordinary citizens of the Internet to be a different group than bloggers, who have their own reasons for advocating. (EN: I'm skipping notes or this section because it seems very badly done - the author makes some general observations, and does not actually seem to have any research behind any of it.)

The Evangelists' Perspective

Evangelists are different from advocates in that their activity to promote a brand is ongoing and they have no anticipation of receiving any compensation. They are self-proclaimed emissaries, who are motivated by the desire to share good news with others, and by doing so to bolster their esteem as experts in the community. The author sought out a few such individuals to investigate further:

(EN: The author does no further extrapolation, but it seems that an "evangelist" has a level of enthusiasm that might qualify as a psychological defect. While companies may value their business and referrals, there's some question as to whether they may be damaging the brand by their very rabidity.)