The term Brand Ambassador can be misleading, when I first heard it I pictured a banquet hall, black-tie event and a Ferrero Roche pyramid. It’s a fairly grandiose name for something that any employee can be from the comfort of their own desks.
In reality, a Brand Ambassador can either be self-appointed or nominated by your company, to embody the company’s core values and to become an honorary business cheerleader for the brand across social media.
Either through your own personal Twitter, Facebook, LinkedIn (etc,etc) accounts, or if you have a work-specific account set up. You can share company content, news updates, case studies or even photos of office parties (preferably sober ones) to get your company's brand image out there in the public conscience.
The benefits of this scheme, commonly known as Employee Advocacy, for the company are clear; it increases brand awareness, saves on targeted social ad costs, it boosts employee morale, and displays the company as a vibrant and exciting place to work. Household names such as Dell and Microsoft (to name a few) have used Employee Advocacy and achieved real tangible success.
But what does the employee get out of it? Mainly from company recognition and of course it boosts your own individual brand. In this day and age, with social media becoming just as much about business growth as it is about personal interaction, having your own brand on social media is now integral to building your career. Future employers will see that you’ve put your all in for your company, and will want you to do the same for them.
But how do you become a good brand ambassador? Here are a few pointers to set you on your way:
1: Set up a separate work account
As mentioned previously, you can share updates from your own account if you wish, but it can be hard to separate your work life from your social life. It’s always good to maintain one professional tone-of-voice when posting about work stuff, and a separate work account will help with that.
2: Create and share your own content
The best way to get followers once you’ve started your account is to share industry related trends. Once you feel confident on all the issues, take some tips and set up your own blog through sites such as Wordpress, then you can share them with your new followers and make a name for yourself.
3: Interact with industry influencers on behalf of the company
Interacting and engaging with industry influencers is key to getting yourself noticed. Pose questions, share content and retweet their pearls of wisdom.
4: Be the Knight in Shining Armour
Every company will encounter a dissatisfied customer on social media at some point, if you spot a complaint, turn on the charm, try and ease the situation by offering them exceptional customer service.
5: Avoid any drama
Twitter-spats can get ugly and out-of-control before you know it. If it happens whilst being a voice for the company it could have even bigger consequences. It's always best to keep your cool if faced with an unhappy tweeter, try and take them offline and out of the public arena.
Are you a brand ambassador on social media? What are your tips? Let us know
About the Author
Paddy handles day-to-day PR and social media output for GES across the EMEA region. His goal is always the same: to enhance the company's presence across all major platforms through thought-leadership and the distribution of top original content and branch out the GES name to new and exciting platforms.Follow on Twitter More Content by Patrick McConway