Sorry for the long break — selling a house, buying a house, and moving is not to be undertaken lightly.
But found this interesting article on Media Guerilla, a social media marketing and PR blog. The contents are short, so I quote them here:
I think as more marketers dig into customer advocacy projects there’s this tendency to assume a loyal customer (a “passionate customer”) is also an influential one. That’s a very dangerous assumption, tread carefully.
Loyalty and influence are two separate things and more often than not, unrelated.
Is a loyal customer likely to give you feedback on your product? Sure. Will this customer recommend your product to others? Maybe. Will this customer’s recommendation have an impact and influence on others’ decisions? Who knows…to assume, however, that someone’s passion and loyalty is somehow proportional to their influence is a formula that’s problematic to say the least.
This finding has interesting ramifications if brought back to the roots of “evangelism” in that a lot of church activities are driven to instill passion in youth, but perhaps that is no indication as to how we’re addressing the issue of authentic Christian influence in the culture. Perhaps this is why we see factions among churchgoing Asian Americans and those that don’t. We have a “passionate” group that perhaps is less aware or capable of influencing culture than we think.