Badvocates

A recent Forbes article talked about the power of the influential blogger. One who has many a following and often rants and raves about your brand’s doings – in fact, they even named them: badvocates.

More and more, big name companies are starting to treat critic bloggers like influencers with “real” briefings, “real” meetings and “real” access to the organization. Why? Because they represent 20% of the population online and reach an estimated 14 people with their opinions.

If you’re a smart marketer, you’re already likely monitoring the web for hot conversation and negative topics and in many cases, you’re identifying who your brand’s “badvocates” are – but it might be time to push ourselves to not just watch - but invite them in, as in the case of GM (described in the Forbes article mentioned earlier). A once notorious GM “badvocate” was invited to Detroit and encouraged to log the details of his trip, posting video of interviews with CEO Fritz Henderson and other executives…interestingly, that “badvocate” says he will still speak out against companies, but he's more likely to talk to them first to get information and comments. Why? Same reason as the rest of us: "It's easy for a blogger to see a company as a faceless entity," says Scott. "We need to know there are real people out there."

The more we invite our friends (and foes) in, the more we can connect with them, listen to them and show them we are “real people” who care about what they think.

Blair Meisels