Brand Advocates: Building The Buzz


We all want it (nonprofits and businesses alike), but simply any buzz will just not do. Case in point, Amy’s Baking Company.


Samy and Amy suffered probably the most epic meltdown in the history of social media, but now they are poised for a comeback.

Here’s how, using, they can create positive buzz and rise from the ashes:

Step 1: Watch those terms

Set up a Watched Terms list that includes any way Amy’s might be mentioned in social media (e.g. “Amy’s Baking Company”, “Samy and Amy”, “crazy eyes”)

Step 2: Set it and forget it

Set up Automation to personalize your messages and segment your list.

  • Follow on Twitter: if Samy and Amy identify someone with a high Klout score that is tweeting about them, following that person would be wise. That person will be more likely to follow them back and retweet their content to a large audience.

  • Segment your CRM: these are Amy’s customers who are talking about Amy’s in public forums — so ensuring they get positive communications, deals, and a delightful customer experience will turn them into advocates who can turn the buzz from negative to positive.

  • Alert your social media manager: not everyone on Samy and Amy’s list will always have a kind word to say about them. When it’s customers expressing discontent, it’s important to identify these individuals and turn the relationship around.

  • Email “thanks”: for those that do have a kind word to say, let them know you are listening. A personalized email expressing gratitude and appreciation will go a long way to help build goodwill. And maybe 15% off your next cake.

  • DM “thanks”: for those they are following and following them back, who have something nice to say, a DM of thanks for mentioning Amy’s will encourage them to mention Amy’s again.

Step 3: Actually, don’t forget it … stay engaged

By delivering the right message to the right person at the right time, you break through the clutter that is bombarding your audience; this lets them know that you are listening, and you do indeed care. With this feeling of engagement, your audience will be more likely to take action (purchase your product/service, donate to you, tweet about you, sign a petition, etc). It’s not too late for Samy and Amy, they just need to know how to listen and engage appropriately.

Step 4: Don’t steal your staff’s tips!