EMPLOYEES AS BRAND AMBASSADORS
[This post is part 2 in a series of posts related to Social Media-Based Brand Ambassadors. This post focuses on the concept of using employees as social media-enabled brand ambassadors.]
Brand ambassadors are what current and potential customers see when they interact with an organization. Brand ambassadors provide customers and others with a real person with whom to interact when dealing with an organization. Instead of visualizing an organization as an abstract concept, a logo, or the image of an ivory tower, the brand ambassador humanizes the exchange or transaction. A social media-based employee brand ambassador program allows organizations to personalize the growing number of Web-based transactions into brand-enhancing experiences, resulting in improved reputation, increased sales, and other positive effects that strengthen the organization’s brand and provide benefits to customers, employees, shareholders and other stakeholders.
Ronald J. Alsop notes in The 18 Immutable Laws of Corporate Reputation that “Employees’ behavior and comments outside
business hours can carry significant weight.
In many cases, people’s only experience with a company is through its
workers. Word-of-mouth impressions
gleaned from employees can be quite positive if they’re fiercely loyal to their
companies – or deadly if they’re miserable in their jobs.”
Prior to the social
media explosion brand ambassadors conducted their influencing activities during
face-to-face social and business functions such as community fairs, chamber of
commerce gatherings, Rotary meetings and other activities. An example of a successful “old school” brand
ambassador program is the Oscar Mayer “Hotdogger”
brand ambassador that has since 1936 travelled around the country in hot dog-shaped
Wienermobiles.
While the
Hotdogger brand ambassador served a purpose yesterday, and still today, social
media has enabled brand ambassadors to use tools such as social networks,
blogs, and other forms of social media to supplement traditional influencing
activities. It is important to clarify,
however, that a social media-based employee brand ambassador program does not
replace but only enhances traditional brand ambassador activities. Social media merely provides brand
ambassadors with an additional venue on which to conduct influencing
activities. Today’s Web 2.0 environment requires
that brand ambassador programs include both traditional and social media
components.
Referring to today’s
brand ambassadors, Inc. Magazine’s Markowitz says
“They can be tweeters, bloggers, Facebookers – or they could just be the people
you send to corporate events. More than
your firm’s logo or an actor in your company’s commercial, your customers will
come to know your ambassadors as true representatives for your business’s
mission.”
According to Smarp blogger Roope Heinila (“Employees As Brand Ambassadors In Social Media”) “Social media has changed the impact
that company employees can have on their employers brand image. While in the past only marketers, sales
people and customer service have had controls over the brand image it has now
become the responsibility of every employee with a presence in social media (at
least to some extent).” Heinila further
cites a study that claims that “61% of employees are proud of their employer
and would be willing to share this information with others over social media.”
Evan Maier concurs
on the Marketing Blog: FootPrints blog: “The key to successfully leveraging
social media to boost a brand isn’t about targeted planning, million-dollar
strategies, or figuring out some secret insiders’ trick; it’s about whoever has
the loudest voice. In traditional media,
that means ad buys. In social media,
that means brand ambassadors regularly engaging your audience.”
So, do social
media-enabled employee brand ambassadors differ from traditional brand
ambassadors? The answer is “yes” and “no.” As noted above, social media is merely
another venue for brand ambassadors to conduct their influencing
activities. What this means is that
brand ambassadors now use social media as an additional venue to conduct their influencing
activities which includes strategy implementation, community development, and
reputation monitoring.
· Strategy
Implementation: Every organization should
maintain a plan, whether formal or informal, that identifies management’s
strategy for introducing and/or broadening the organization’s brand within its
target market. In other words, brand
awareness. In the big picture this may
include activities such as advertising, event sponsorships, in-store announcements,
etc. Social media-enabled employee brand
ambassadors are responsible for converting the overall strategy into action
through the use of social media platforms.
Such implementation may include the creation of a blog. Other examples include the establishment of
accounts on social media platforms such as Facebook, Twitter, LinkedIn, etc.
It is the social media-enabled employee brand ambassador’s
responsibility to implement actions that are consistent with the organization’s
overall brand strategy.
· Community
Development: Organizations that understand how
to use social media in a business setting know that its best use is in the
development of “communities.” Wikipedia defines “community” as “A group of interacting people, living in some
proximity (i.e., in space, time, or relationship). Community usually refers to a social unit
larger than a household that shares common values and has social cohesion.”
In the case of
social media-enabled employee brand ambassadors, creating a community means
creating a group of formally or informally connected individuals that have an
interest in an organization’s products or services. Such a community includes the collection of
people that “friend” the organization’s Facebook page or that “follow” it on
Twitter. It can also include those that
register to receive news feeds from its blog or any other activity that keeps
people “in the know” relative to the organization. It is the social media-enabled brand
ambassador’s responsibility to engage these communities in activities that put
a human face on the organization, thereby enhancing its brand value.
·
Social Media
Monitoring/Listening: One of the most important
lessons of social media that every business must heed is to develop a social
media monitoring or listening program. Due to the ubiquity of social media use,
customers and non-customers may be making reference to the organization in one
form or another. Without a social media
monitoring program the organization is unaware of such activity.
Establishing a
monitoring program can be as easy and inexpensive as utilizing Google Alerts or SocialMention.com.
Both of these applications provide the ability to establish reports
based upon key terms, such as the organization’s name, found on Web pages,
blogs, social networks and other social media platforms. Larger and more complex organizations may opt
for more robust and pricey options such as radian6 (www.radian6.com).
If good things are
being said, it is always a good idea to have the brand ambassador recognize the
compliment to demonstrate that the organization is listening and cares. If the information posted is less than
stellar, the brand ambassador must inquire about the negative experience in an
effort to correct the problem. At a
minimum, even if there is no ability to repair the situation, the brand
ambassador can offer an apology or at a minimum, acknowledge the situation.
In all instances,
social media monitoring provides brand ambassadors with the ability to report
the details to the appropriate individual or department within the organization
in order for the organization to become aware of what works and what doesn’t
work. The organization should consider all
such instances as learning opportunities and a way to improve customer
relations.
In the post-Occupy
Wall Street era, consumers are skeptical of everyone. This is especially true of large
organizations and financial services providers.
Through honest, transparent, and consistent attention to the communities
and their needs, social media-enabled employee brand ambassadors provide
organizations with an effective tool to enhance value and/or repair
reputational damage. They also act as
proof positive for customers and potential customers seeking evidence of the
organization’s brand promise.
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