We work with many clients on getting their product evangelists to spread the word even more than they do. After all, there’s so much potential in tapping those that already love your brand. Take our client gDiapers, a flushable diaper for example. They have a huge following online, with over 3,000 members in a customer-started Yahoo! Group started just to talk about how great their product is. But what makes consumers start such groups?

They start groups because of loyalty to the brand but also for more personal reasons like the ability to communicate with one’s peers and to gain ‘social capital’. And they do it all UNPAID! If you are a brand manager and you aren’t tapping your customers in this way, you are missing the opportunity and costing your company money.

In an interview by Forrester Research’s Sr. Social Computing Analyst, Jeremiah Owyang, he uncovers more about what makes these people tick by talking with one of Yelp’s Elite Squad members. The members say the same thing – they do it because of the interaction with other members gives them a sense of satisfaction. Read more about the Yelp Elite Squad Interview.