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.