Greg Shove outlines the benefits of influencer marketing and advocate programs for brands. He explains that consumers are more likely to trust recommendations from people they know over traditional advertising. Advocates are more powerful than fans because they will actively work for a brand by sharing, creating, and engaging with content. Brands can identify potential advocates through customer and employee databases as well as social media followers. An effective advocate program requires identifying advocates, providing them recognition and rewards, and tracking the program's value over time.