Rise of the "super advocate" predicted

The social networking phenomenon will lead to the creation of "super advocates" who possess the power to boost or destroy a brand's reputation, new research has suggested.

A study by analyst Experian has predicted further growth in Web 2.0, suggesting marketers should create online niche communities in order to identify and target such respected commentators.

"Highly influential figures, outspoken and with loyal following, super advocates will have the power in the 2.0 world to make or break a brand's reputation at will," the research warned.

It claimed these individuals will represent a massive challenge to companies seeking to advertise and market online through social media.

Such advocates will need to be "kept on side" by marketers who will also need to avoid commercialisation in order to minimise the risk of alienating such consumers, the analysis added.

Experian claimed these smaller, niche communities will be about developing quality of contacts rather than quantity, meaning powerful individuals such as City lawyers unite online.

Recently, JupiterResearchwarned that although many marketers are now seeking to tap into social networking in order to promote their products, they do run the risk of experiencing negative buzz.