Early in my marketing career, I learned the value of data. I learned how to use research to give my clients a competitive advantage. The data gave me almost everything I needed to understand the audience I was trying so hard to reach.

As research tools became smarter with increased access to more information, I began to feel less connected to my audience. Why was this happening?

I assumed the more data I had, the better informed I would be.

WRONG

It became obvious that the data became more important to me than actually knowing my audience. This realization became a pivotal point in my career as I shifted from a Brand Strategist to a Social Media Specialist.

As I made this career transition, I learned how to use social media to build authentic relationships with my audience. I gained those critical insights the data just couldn't provide.

I learned what my audiences feel passionate about. What keeps them up at night and what they value most about our brand?

While I still use research for high-level insight, I can now ask my audience for information the data simply can’t provide.

The ability to connect at this level with my audience didn't happen overnight.

I first built a genuine relationship formed on trust. The audience quickly learned that I wasn't selling or pushing any services. Simply providing value. This approach provided valuable information the audience truly cares about. I became a valued and trusted resource for them.

How did I do this? I listened.

I spent my first year in this new role engaging my audience by responding in depth to all their comments on our posts. Answering all their questions, I genuinely listened to them on every social media channel. I took every opportunity to thank them for their loyalty which was very important to me and our organization.

I earned their trust and became the voice on the brand.

I continue to engage with our audience by providing value first. This approach has kept the lines of communication open and my audience willing to go the extra mile to grow and defend the brand.

a.k.a. Brand Advocacy

It’s De