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Superfans are the most important people in Facebook brand communities, but getting them to engage is only one-half of the battle. They are by nature a small, crucial minority of a much larger fan ecosystem. A successful influencer-activation strategy must take into account how to shape a great experience for the many different types of fans.
These superfans are incredibly effective brand ambassadors; research shows that fans are 70 percent more likely than brand spokespeople to be seen as reliable sources of information, and 50 percent more likely to create persuasive content that influences a purchase.