A study commissioned by Google characterizes the “Alpha Audience” as the “rapt audience” and says that those who actually engage with brand content have even stronger buying behaviors:
People who engaged with a brand on social media on a daily basis were likely to make twice as many purchases from that brand than someone who engages only monthly. However, socially engaged customers’ value to brands goes well beyond purchase.
By acting as advocates, these consumers help build brands. Think of these engaged consumers as your brand advocates.
A poll of prominent bloggers determined that their Alpha Audience is approximately 5 percent of their total site visitors. Facebook also provided research that shows people considered to be consistent “sharers” of content totaled about 5 percent of a company’s total Facebook audience.
– from “The Content Code” by Mark Schaefer