Last week I attended WOMMA’s Talkable Brands Exchange event in Seattle. It was a great day of knowledge forums where brands openly shared and discussed their social marketing successes, learnings, and best practices. Among the great brands that presented were Hershey, McDonalds, and Unilever. But of all the presentations that day, there was one particular topic that interested me the most—a roundtable over boxed lunches led by WOMMA President and VP & CMO of Pemco Mutual Insurance Company, Rod Brooks. The topic of discussion—advocacy. Rod queried the 6-person table with what each person wanted to know about “advocacy”, and it came down to two questions:
1. How do brands define advocacy?
2. How do brands measure advocacy?