What’s the difference between a customer and a brand advocate? More importantly, how does it affect your company’s social marketing strategy? Considering it costs about 5-10 times more to acquire a new customer than it does to sell to an existing one, creating lifetime brand advocates is essential to the overall success of a company. As you know, a customer is simply defined as an individual that purchases a product or service from a seller. Inversely, “highly satisfied customers” and others who go out of their way to actively promote the products they love and care about are a completely different type of consumer.