Weight Watchers eyes social advocacy boost

Rachael Micallef
By Rachael Micallef | 1 April 2015

Brands are becoming increasingly aware of the limits of social media when it comes to advocacy and referrals, as organic reach drops on networks like Facebook.

New social advocacy platform, Recomazing claims to have the answer, and is currently in discussion with more than 50 brands ahead of its consumer launch in June.

So far, Weight Watchers and Flatmates.com.au are two brands that have signed onto the service, with Weight Watchers GM Marketing Michael Burgess saying it's difficult for brand advocates to recommend its service through existing social sites.

“The problem is without a proper channel to do this through, this group is like a sleeping giant,” Burgess said.

Thomas Clement from Flatmates.com.au said the service would have business benefits for his company given rentals are not a transaction made on a regular basis.

“Current social media platforms aren’t really providing ways for customers who love our brand, to tell their friends about us,” Clement said.

“Also for a business like ours where consumers only transact roughly once a year, being able to receive friend recommendations to drive more referred transactions within that 12 month period is extremely valuable.”

Recomazing founder Marc Cowper said brands are increasingly aware of the limits of social media when it comes to generating referred business, which has been made increasingly difficult with “Facebook's organic reach tumbling towards zero”.

He said that unlike many other review sites, Recomazing only always positive reviews and only allows users to only see recommendation from their friends.

“Many brands know their customers are wiling to recommend them to friends, but currently there isn't a social media platform for brands to request, store and track positive friend recommendations at scale,” Cowper said.

“Review sites allow anonymous reviews so there will always be an inherent incentive for businesses to game the system, but since Recomazing users only see the recommendation of their existing network, this issue is negated.”

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