Abstract: A method and associated systems for rewarding online advocates. The invention identifies a primary advocate as a person or entity that endorses or advocates a product or service. The invention then automatically detects, tracks, and analyzes characteristics of the advocate's act of advocating the product or service to recipients. The invention also tracks the primary advocate's conversions, which occur when the primary advocate's act of advocating influences a recipient into advocating a product or service. The invention then automatically rewards the primary advocate as a function of characteristics of the primary advocate's influence and of the primary advocate's ability to convert recipients.