Getting Facebook Likes or Twitter followers is one thing. But what’s the value of a fan vs a true advocate?

The process to get people really engaged with a brand and in many ways be spokespersons for the brand out of their own will requires different thinking.

This is a great take on the topic of briefing and creating for participation, not just intention. By Pats McDonald and her great blog Planning on High Heels. Worth spending sometime, the deck is not too long.