In a earlier post I touched on what factors may help build Social and Emotional Capital, today in this post we will look at various scenarios and combinations and examples of such.
For a quick recap:
- Social Capital: built within communities through conversations, engagement & relationships
- Emotional Capital: built on feelings and emotions such as how others connect with your values & beliefs. Trust is a great Emotional Capital measurement
Loyal brand advocates come when both social and emotional capital are high. If the feelings about your brand are positive and the community spirit around you is positive then people can’t help being loyal.
A great example of a company that has a loyal advocacy base is Apple, the media and millions of people hang on the edge of their seats to hear the news of new products such as the newly announced iPad. Even though Apple was recently embroiled in a controversy about labor practices their Emotional & Social Capital was high enough that when a withdrawal (controversy) was made Capital was still left and Apple is still moving forward. Today alone thousands of people are either eagerly checking UPS tracking or standing in line to get their new iPads. » Read more..