The era of advocacy has arrived. There is no greater example than Red Bull Stratos where social users generated more than 60MM, peer-validated, trusted impressions, to their friends and family throughout the social sphere. To be fair, not every Stratos campaign participant would be considered a Red Bull advocate. And few brands have the budget to fund a space program. But the lesson lingers: advocates deliver an authentic, trusted and influential message. And they scale larger and faster than any brand’s social team could.