I read earlier this month an article in the Financial Times entitled Business urged to woo social network figures which was reporting on some of the findings in a report on social networking from Experian and Hitwise. In it, we are recommended to woo super-advocates that is to say influential members on social networking sites such as Facebook or MySpace.

Having tried (and failed) to stop myself smirking at the use of Super Advocates and banish the idea of them sitting at their computer wearing their underpants on the outside of their trousers, I thought that there was a certain amount of sense in what was being said.

But hang on a second, havent people like this always existed?

Of course they have – go back a couple of years and, within the blogging world, we would have referred to them as A List bloggers because of the influence that they had. Before that, it might have been someone we knew who was well connected or one of our friends who tended to lead the conversations and spread the word about the latest information or gossip. And of course, if all else failed there was always the bloke down the pub who positioned himself as the fountain of all knowledge.

So what do they all have in common – well, in essence, they are people who others listen to. Each has their own sphere of influence and their own expert subject matter (except possibly the bloke down the pub who is an expert in everything!). This means that we consider what they tell us to be both correct and valuable which we therefore take at face value.

So, let’s look at it from our own perspective: what type of person would we take note of and why? This is important because if we wish to position ourselves as someone whom others would recommend (perhaps using our own business blog as a focal point) then these are the type of characteristics that we should be looking to demonstrate.

So what is it that makes a super-advocate super when it come to helping our business?

• Good level of Contacts – ideally both in terms of quality and quantity


• Recommended either by someone you trust or a number of different people


• Very active in the right circles, markets or areas


• The right sphere and level of influence


• Trusted and Respected


• Outgoing and communicative

As an example, think of someone like Martin Lewis who runs the Money Saving Expert site and blog – well respected, listened to and widely used as a reliable source of information and, generally, when we hear that something comes from him then our reaction is that “it must be true”. He has reached a point where he has a reputation which puts him is a special category of trust in many people’s eyes.

If you want to call him a type of “Super Advocate” through the use of his blog and his website, then so be it. But, whatever you call him, he has an enviable position in his field and one we should be trying to emulate in our own areas of expertise.

So, next time you read about “Super Advocates” (and once youve stopped smirking to yourself), do remember that there are these types of Connectors in all areas of life so think of 3 people who could be influential figures for your business and get in touch with them. At the same time, work at developing your own reputation through your blog or whichever other medium you feel can offer the same coverage and visibility. If all goes well, you’ll soon be there wearing your underpants on outside of your trousers too! ** smirk **

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Theres been lots of talk about Edelman and the WalMarting across America fake blog (or flog) episode across the blogosphere over the past two weeks as you’d expect – lots of accusations and finger wagging, most of it justified. (In case you are blisssfully unaware of this then this, this, this or this will fill you in on the background).

My own issue isn’t so much with the initial action (naive as it was) or the delay in Edelmans reply but the impact this type of action has. This impact is felt not only by those already blogging and using the blogosphere, but is even more telling on those companies still examining it and deciding if it is something they should get involved in. An episode like this can have a huge impact in terms of trust, something which is essential if people and companies are to consider blogs as a source of reliable information and hence worthy of their attention.

A survey run by Globescan earlier this year indicated that the blogosphere still suffers from an image problem with only 25% of those polled indicating that they trust of the information they provide, less than other types of media. This is clearly an issue yet is one that can only be changed over time – episodes like this will only serve to set back that process.

The need to be whiter than whiter at this stage of the blogospheres growth is critical. To many, the blogosphere seems to have a more of a reputation for outing information like a tabloid reporter rather than providing critical updates and valued opinion. This isnt necessarily true but thats not the point – its perception that counts.

But like anything, there are differences. Trust in online sources has to be earned – not just for blogs as a whole but individual blogs within that. Those blogs which have shown themselves to be reliable and informative will build an audience which trusts and values the information that they provide, though it is all too easy to lose that trust.

Episodes like this one with Wal-Mart and Edelman are embarrassing for the companies involved and also potentially damaging for the image of the blogging in general. If it gets tarnished by so called spin then it loses credibility and that could impact us all.

I find it slightly ironic that blogs, which are such a perfect tool to help build trust and reputation, can result in such a public loss of both when misused. At the same time, I also find it reassuring that the reaction this has provoked shows that there is a self-regulatory force at play which will I hope dissuade others from attempting something similar.

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