Influencers Vs. Brand Advocates
A good Social Media Marketing Strategy can help a brand capitalize on word of mouth communications through social media channels. The Marketing Strategy core to this approach is understanding and connecting with those who influence your brands social media communities and industries.
Brand Advocates are similar But, more focused on your brand. They are knowledgeable and enthusiastic about your brand and products. They use your product regularly and know all the details about it. A Brand Advocates trusted recommendations can influence a friends buying decision dramatically.
This is a cool little info-graphic by Zuberance.com that can help you decide what the best social media marketing strategy for your brand marketing needs.
PLEASE NOTE: There is a big difference between popularity and influence. Do your research.