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 use influencers on Instagram and advocates on Facebook. Tools for measuring influencer audiences and engagement were also presented, like Klear, Klout and Buzz&Go. Finally, the webinar discussed how the ReviewPro platform can help unlock advocacy by promoting top reviews, collecting feedback and rewarding advocates.