If you work in PR or marketing, you've dealt with “influencers.”

While there’s a need for influencer outreach in most marketing campaigns, getting them on your side doesn’t always win the day or drive sales. Influencers are often “fair weather friends,” who need to incentives to talk about a brand (read: paid, given truckloads of swag, etc.) and generally stop talking when the gravy train has left the station.

Brand advocates, on the other hand, are in it for love. They're your company’s best asset.

When it comes to influencers and brand advocates, you need to know the difference. This infographic from marketer Jay Baer should help: