If you’re not calling upon social advocates as an extension to your wellness brand’s advocacy efforts, it’s time. Nielsen’s Global Trust Advertising Survey found 92 percent of consumers around the world say they trust earned media, such as word-of-mouth and recommendations, above all forms of advertising. Online consumer reviews are the second most trusted form of advertising. These influential brand ambassadors make up just 1 percent of a brand’s social community, but they are primarily the ones driving the conversation and the shares.
Although 1 percent of your social audience may not sound like a lot, they can make a significant impact. This group of loyalists can drive up to 70 percent of traffic to any given campaign. Identifying these influencers who are driving the conversations is the first step to understanding the audience in your social community.