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The Warc Blog

The future of advocacy
 
Molly Flatt, Social business director, 1000heads
 
Molly Flatt

What on earth is a prosumer? It sounds like it might refer to someone following the latest Neanderthal diet or positive psychology programme, but it may well describe you. The term was coined by Alvin Toffer in his 1980 book The Third Wave to describe someone who is both a 'consumer' and a 'professional' or 'producer': essentially, 'consumers unusually interested in [certain] products'. Essentially, people who are evangelical about, and valuable to, their chosen brands.

It's not hard to see why the term is gaining new resonance. It has cropped up in blogs from the likes of Sparked, it is the subject of a recent American Behavioural Scientist paper, 'The Coming of Age of the Prosumer', and it has been fuelled by recent studies suggesting that social media fans not only talk more about brands, but buy more from them too. Consider Forrester's findings that Facebook fans are 79% more likely to purchase and 36% more likely to recommend brands than non-fans.

Effectively, it's just another word for advocacy, but marketers have obviously decided they need a name with a sharper RoI ring, and who can blame them? Nowadays an 'advocate' can mean anything from a blogger paid to promote a product to a bored teenager who happens to retweet a press release with zero emotion involved. The integrity of advocacy is under threat, as indicated by the new guidelines on social media disclosure just released by the Federal Trade Commission in America, which attempt to establish a system of disclaimers and hashtags that will protect consumers from opaquely sponsored UGC.

In a post 'The Sad Clown', published following London Fashion Week, fashion blogger Susie Bubble described her struggles to defend her status as an advocate. Reacting to an article written by journalist Suzy Menkes, criticising the self-promoting, freebie-motivated 'peacocks' prevalent at the shows, Bubble admitted: "It's an ambivalent position that I occupy. Yes, I am a blogger. Yes, I dress in a way that can be construed as peacocking. But I have also worked at a publication. I now freelance for other publications. I've been going to shows for a good four years and more. Increasingly, I've felt conflicted about what it is that I do."

Bubble goes on to admit that "the b word has been tarnished – asking us how much money do we make, suspicions that every blog post is sponsored, outfits that have been littered with gifts." And although she still intends to hold true to her inimitable style, Bubble also worries that she is getting ground down by the criticism, losing her boldness and her passion for sharing her beliefs.

It's an authentic and moving articulation of a very real dilemma. Where does the commercialisation of online opinion leave the future of advocacy?

I believe that we will see two main responses. One will involve a redefinition of online advocates, and perhaps the development of a more precise lexicon to describe them. We will increasingly need to distinguish between the paid promoters and sponsored 'brand ambassadors'; the journalist-blogger hybrids, who make money from their presences or accept freebies and experiences but still express independent opinions; and the rest of us, who simply recommend brands as part of the way we interact with others every day.

Secondly, I believe that the nature and quality of the outreach brands make to those advocates will evolve. Yes, there will still be companies willing to shell out cash for marketing-by-proxy, but they'll have to become better at disclosure, thanks to the shifts in the law. There will also still be plenty of campaigns geared towards the journo-bloggers, but they're going to have to become much more creative, considering many such influencers get approached by 100 companies in a week. Finally, more attention will be paid to the unself-conscious masses, who aren't going to bother making a three-minute video showing how much they love your foundation, but who might well be inspired by a stylist rocking up at the school gates to colour-match their skin tone for free. This will also mean that more emphasis is placed on stimulating and valuing advocacy offline – where most everyday brand conversation takes place.

At least, I hope that's what happens. If it doesn't, not only will 'advocacy' become ever more meaningless and ineffective for brands, but the rest of us will lose our trust in the genuine, random, glorious social media opinions and recommendations that are an independent thinker's gold mine. And if anything is likely to make me an 'antisumer', it's that.


This article originally appeared in the May 2013 issue of Admap. Click here for subscription information.



Subjects: Digital, Consumers

13 May 2013 09:32
 

There are 2 comments on this blog

(Want to have your say? Add your Comment)

Hi Molly
It's an interesting topic - the power of online advocacy being potentially subverted by the question of motivation: paid or not.

I'd give another future scenario: that as it becomes more and more clear that many blogs are spouting recommendations that have been suggested to them, or that platforms are publishing content that looks neutral but in fact is paid for, then people will simply switch off. As Social Media becomes increasingly more a PR push medium, I suspect that engagement levels will drop off and the word Social Media will be less than appropriate. Just a hunch right now

btw: There was a study in 2012 by the Bass Ehrenberg Institute on the power of likes on Facebook, it stated that less than 1% of a brand's "Fan" base actually went on and did anything about it. Seems to stand in contrast to the Forrester study you refer to, can you give a link to it? Tx.
Edward A. 01 June 2013 at 5:03pm
Hi Edward,

Thanks for the comment and I'm glad the article stimulated some thoughts. I must admit, I'm a little more optimistic on the future of social media - I think marketers are prone to wildly overestimate their impact. For most people social media is, as it always has been, a personal tool for building relationships and showcasing talent, and I don't think that's going anywhere. But it will be fascinating to see how things evolve...

Here's a link to the Forrester study I quoted:  http://www.forrester.com/The+Facebook+Factor/fulltext/-/E-RES70661

Cheers, Molly
Molly F. 03 June 2013 at 9:49am
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