The meaning and importance of social media has transformed a lot over the past few years. At first it was supposed to be just an extension of digital marketing. A channel where brands can start a dialogue with their customers. Nowadays as it's getting harder for brands to interact directly with customers.
That's why brands are focusing on advocacy and trying to engage with the opinion leaders, who'll indirectly speak for the brands to prospects.
Advocacy is really powerful strategy for brands to influence on social media. But advocacy is changing it's form to the next level.