Advocacy plays a fundamental role in realizing social marketing’s holy grail: Engagement@Scale. Our data shows that while advocates make up only .001% of a brand’s social subscribers, they’re responsible for 5.3% of a brand’s total signal and for starting 8.3% of all company related discussions. Given the outsized value of advocacy, brands must pursue it as part of their marketing strategy, but it can be difficult. Advocates vary in behavior, influences and motivations, just as much as the customers they influence. Companies spend time and resources understanding customer nuances, why not do the same for advocates?