Doing online advocacy requires commitment, inclusion, attachment, and perseverance. If you participate online, you had better not be a one-night-stand.
Be sure to engage in the long term conversation and always be available to answer questions.
Every day, go through your universe to each blog, message board, social network, and social bookmarking site and use either the built-in search form to search for discussions about Your Company, your competitors, or choice keyword phrases, looking for relevant content.
Consider joining the conversation only if there is something worthwhile to contribute. Only enter the conversation if you can answer a question, clear up a misconception, announce news that would be considered interesting to the members, offer a promotion or discount, or contribute to the conversation with expertise or insight that would add true (and not just promotional) value to the conversation.