This webinar discussed how hotels can engage online advocates and influencers to promote their brand. It began with defining the differences between advocates, who are loyal customers, and influencers, who have large followings. The webinar then provided tips for finding and mobilizing advocates through guest satisfaction surveys, as well as finding influencers on social media and blogs. A spotlight session featured the Library Hotel Collection and how they work with influencers on Instagram and bloggers. Tools for measuring influencer audiences and engagement like Klear, Klout, Buzz&Go and Flip.to were also presented. Finally, the webinar described how the ReviewPro platform can help hotels unlock advocacy by promoting positive reviews, collecting feedback, and rewarding