How to Make a Digital Customer Advocacy Program Work Well

The following are the elements we need to make a digital customer advocacy program work well.

Strategy
Identify ongoing value for customers so there is a reason they want to participate and it becomes a way to build a relationship with them over time.

Ongoing Customer Recruitment
Have a multi-pronged approach to consistently add new customer members to your program. This means enabling all customer-facing teams to help, create new customer onboarding procedures, and even empowering current members to easily refer their coworkers.

Provide Consistent, Relevant Content and/or Value
Understand your membership, what they find valuable and what will help them in their individual roles and careers. Then keep providing such value and they will come back and engage. Give, Give, Give, before you ask to Get.

Care. Be Human. Find Ways to Help or Connect People
Focus on the individual vs. their org. Help them navigate their roles, their career, the general professional landscape and most importantly, help them network or facilitate connections that can provide real benefit to their role or future career.

Be as Expedient in Responding to People As You Can 
(Self-explanatory)

Celebrate Your Members
Everyone wants to be seen and heard. Recognize the individuals in your membership. Most individuals don't even get recognition for their work within their own companies, which is sad but true. Recognizing someone's hard work and contributions goes a long way toward that individual offering up further discretionary effort.

Easily Empower Customer Members to Advocate for Your Brand
The path for customers to advocate should have little friction, and the benefit to them of advocating should ideally outweigh the effort required to be involved. If you've done the above, this last line item will be made a lot easier, and produce more of the results you're after with your program.

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