Brand advocates are more important than ever.

Liquid Agency Brand Advocacy and Content SharingThe growth of the social web has meant one thing to a lot of people: information overload. So much so that folks are regularly sharing content without consuming it — we’ve all been guilty of this at one time or another. You get a headlined Tweet or Facebook post from a particular writer or brand X and you pass it along, never bothering to click through and actually read or view the content.

Veteran tech writer David Spark has written a great article about this phenomenon that appeared in Mashable this week: “Why Sharing Online Content Might Be Too Easy,” and we’ve written a complementary article that we’ve posted on the Liquid Brand Exchange “Sharing Branded Content: Can Advocates Make a Difference.”

Check them out and share your thoughts. There’s been a lot of buzz about these issues lately, as brands face the many challenges associated with the “new reality” of the social web, including the struggle of how to stand out in consumer’s minds when people are overwhelmed with information.

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