I received an email yesterday morning from a company called Social Media Today.




They were inviting me to sit in on a webinar on how to 'Transform Your Employees into Brand Advocates'.

With the exception of James Caan's Evening Standard column, I've never read such bollocks.

I immediately tweeted:

"Transform my employees into brand advocates? I'd rather transform them into thieves."

The idea of brand advocacy, after all, is absurd.

Anyone with a brain knows that the moment you set out to turn your employees into brand advocates, you've already failed.

You've lost them.

Your business, to borrow fromLukács,has reified.

The last vestiges of spontaneous, natural advocacy, have gone up in smoke.