So we need trust, we can use advocacy to build trust, what does that mean exactly? There are a few different ways to do this.
[Customer advocate] The customer advocate, or developer advocate in some circles, listens. Their role is to gather the feedback.
[Brand advocate] The brand advocate is something I’ve done myself. Whether it was Trello for task management, or TeamCity for continuous integration, this is a way where I, as the user, advocate to others about how something really helped me out.
[Employee advocate] An employee advocate is similar to a brand advocate, but they happen to work for the brand itself. They often know a lot of details about their brand’s offering and can detail how it could help you.
[Influencer] Influencers may have never actually used a product or service, but have a lot of followers so they can be used as channels to get messages out. Social influencers have a lot of reach, but often are not seen as credible voices.
[Mix?] Or, you might be doing a mix of these. For example, in a former life I was a Sitecore MVP with an implementation partner. That meant that I did some customer advocacy on behalf of my end customer going back to my employer, or Sitecore. I also would do brand advocacy on behalf of Sitecore, or any other tools I happened to be using. I also tried to be an employee advocate for our partner services when it made sense.
Finding the balance that works for you is key.