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In today's society of counting clicks, views and retweets, it is extremely difficult to quantify the effects of brand advocacy. It is simultaneously valuable and impossible to measure the impact of impassioned conversations between friends or determine which reviews sealed consumer purchases. A fundamental shift in perspective is required: one away from lifeless numbers and more towards where those numbers are originating – the paths through which advocacy flows, whether through Facebook, Yelp or even offline, via personal interactions. Brand advocacy necessitates that we expand the definition of effective marketing and focus on small, tightly knit communities of devoted individuals with a high level of brand interaction.
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