pick a brand/product/company you follow/use regularly and get a feel for what their advocates are saying. How would you describe the brand's "army of advocates" today? Is it strong? Does it need work? Describe what you found in a detailed, thoughtful discussion that incorporates your reading as well as your understanding of SM platforms. How will your client develop these "unpaid advocates"? Based on your client's specific product/service, what specific protocol should they adopt to help develop this army? Conversely: How does this brand handle complaints and/or negative comments/mentions? Do other customers ever come to their defense? Describe how they respond to customers. Are they consistent and timely? Do they take a while or simply not respond at all? This may take some digging, especially through comments (Instagram is a great place to start) to find some examples of this concept but they are out there.