Small businesses are inundated with social networking tasks because the way people receive information has changed. Facebook, Twitter, LinkedIn, Google+ and Pinterest accounts have been created, and the SEO experts have been called in because social networking is where it’s at. But is it? 
It is not uncommon these days to “like” a Facebook page because you met a company employee that told you all about the great things the business was doing. She piqued your interest enough that you found them on Facebook and now follow their tweets. While she may not have been deputized brand ambassador for her company, she certainly is a fantastic company spokesperson.
The idea of a company brand ambassador is not new, but has taken on more importance in today’s age of social networking. Brand ambassadors can be internal staff or fans and loyal customers (or bloggers) who love your business. For this post, let’s talk about the employee brand ambassador.
Historically, an employee that loved his company would tell family and friends what a wonderful place it is, with the message spreading organically through word of mouth. Now a single Tweet or status update can be seen by hundreds of people. Employees are your best assets in reaching new customers. Improving your brand awareness by putting a face with the company name and generating overall excitement is today’s successful marketing tactic.
How do you find your brand ambassador? Look for employees that are working well in the company and are enthusiastic about your mission. Most importantly, identify those who are socially active online and in the community. You can follow the employee on Facebook and Twitter, or watch how much sway they have with their peers at work. You want your brand ambassador to be someone whose opinions are respected by others.
What does a brand ambassador do? Essentially he becomes an official representative of the company in social settings and online social networking. He is tasked with sharing his enthusiasm for the company in his personal and professional communications. In order to be effective, he must have access to information about exciting new company campaigns and the people leading them. Getting the opportunity to sit down with the founder or CEO is one of the great perks of the position.
How do you compensate a brand ambassador? Since the job description is vague and the activities are directed by the individual, it can be difficult to determine how to reward a brand ambassador. Get creative and give your brand ambassadors perks such as a reserved parking space, or make it a paid title. Sometimes just the title, recognition and access to company leaders are enough.
The idea of sending someone out into the world as an official representative of your company with very little oversight can seem like a scary proposition. But if you choose your ambassador wisely, the risk is not as great as the reward. The right person is the one that embodies your company spirit and supports the company mission entirely. Give your brand ambassador the right information and let him take off!
Image Source: Creative Commons