Thumbs up

Earlier this week, I was surprised to see that my friend Patrick Fortner had endorsed me on LinkedIn. It took him the click of a mouse—less than a second—to show that he was a fan of my work. In much the same vein, I’ve had colleagues and co-workers write letters (now emails) of recommendation, make phone calls, or otherwise advocate on my behalf. In these small ways, they build my brand, sanctioning who I am and the methods by which I do it.

 

These minor gestures carry a big weight. We trust people we know, and value their opinions, so when they express approval, it holds a lot of sway. It’s enough to influence hiring decisions, change votes, alter buying decisions, and make us question our choices.

 

As PR and marketing professionals, it’s easy to forget that we can capture and direct some of this same power. No matter the organization, there are hundreds—perhaps thousands—of people who like the products or services it provides and are willing to tell their friends. It’s what social media expert Ted Rubin calls a Return on Relationship. They might need a little nudge from time to time, but the potential is there.  

 

For example, I blogged two weeks ago about the positive public relations my alma mater’s football team is generating for the school. At the center of that buzz is an unassuming kid named Johnny Manziel, a phenomenal athlete who is likely, next week, to become the first freshman player to win the Heisman Trophy.  

 

While the national sports media is generating a lot of the excitement, the power of one amazing quarterback to elevate the Texas A&M brand is also being bolstered by alumni and fans who have a stake in the game. We already had a positive feeling about the product (Texas A&M University). Now we’ve been shown a clear and easy path to advocate for it (by simply saying nice things about a nice Texas kid). And we’ve got the numbers to make an impact: with 333,308 “Former Students”—the A&M name for alumni, whether or not they received a degree—we’re a sizeable group of potential promoters.

 

Like any good mar/comm department, A&M has made it easy for supporters to become cheerleaders. They’ve developed a dedicated website, complete with a fun and flashy video that can be shared at the click of a button. They regularly share stories from ESPN, The Sporting News, Associated Press, and other major media, encouraging us to “share on Facebook and other social media.” Which we do. And they involve us at every key moment, like invitations watch press conferences online via streaming video feeds. In other words, they make us part of the team.

 

These efforts do two things simultaneously: first, the Heisman campaign gives the alumni a splashy and cool way to talk about something we love. Yes, it’s about football—but it’s also an opportunity to say “Look at us! Oh, and while you’re here…did you know we’re a member of the Association of American Universities because of our research and that we’re nationally ranked in number of academic programs?”

 

Second, it bolsters brand loyalty from within. While we’re out there cheerleading for our favorite school, we’re reinforcing our own positive feelings about the organization. Long after the football season has ended, we’ll favorably respond to requests for donations, political advocacy on behalf of the university, and other endorsements.

 

Of course, you don’t get donors or lifelong customers overnight. But building brand advocates can start very small—literally small, in fact. For instance, you can get a “mini buy-in” by asking people for the most basic show of support. Think about the yellow plastic “Livestrong” bracelets. More than 80 million of them have been sold (at just $1 each) since 2004. If you have one on your wrist and see it every day, how much more likely are you to respond to the Foundation’s fundraising mailer? The same holds true for a pink ribbon or a political candidate’s bumper sticker. It’s asking for an almost insignificant commitment, but one that can yield dividends for the organization in the long term. Why? Because it’s the beginning of a relationship that you can cultivate and grow over time. It forms a connection—one that must be nurtured, certainly, but a starting point nonetheless.

 

If you’re thinking this sounds like added work for the communications team, you’re probably right. Conversely, though, it’s a force multiplier: you’ve extended your staff from one or two PR people to a potentially unlimited team (that also works for free). Worth a little extra effort, I’d say.

 

As for me, I’m happy to endorse friends, tout projects, and tweet about nonprofit causes on your behalf. But—and here’s the key to most brand advocacy—you’ll have to ask. I’ve got a lot on my to-do list these days, and need a gentle nudge. Except when it comes to Aggie football, of course. Have I mentioned Johnny Manziel should win the Heisman?