Dachis Group’s Advocate Insight Finds A Brand’s Most Valuable Fans

There may be millions of people or more following and commenting on a brand, but how can it find the ones worth reaching out to? That's the question that Dachis Group is trying to answer with a new product called Advocate Insight. Founder and CEO Jeffrey Dachis (previously the co-founder of interactive agency Razorfish) says the new product will help brands "engage at scale." He contrasts that to tools that just help companies push their content to social networks. It's not enough to broadcast your message to fans, he says — you also have to spread your message by reaching out to the most engaged and influential of those "brand advocates." (Other companies, such as Zuberance, are also trying to help businesses target brand advocates specifically.)

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