Brand Advocates More Active in Search, Social Media

Research from Yahoo and comScore shows that brand advocates -- vocal champions of a brand -- tend to perform more searches and participate in more social media sites. According to the report, these vocal individuals are consumers who spread opinions via word of mouth, as well as over social networks, instant messaging, chat, photo sites and blogging.

Utilizing "search as discovery beyond just direct response marketing" can be key in reaching such advocates, James Lamberti, VP search solutions for ComScore Networks, told ClickZ.

About the author

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.