Seven steps to a successful social ambassador initiative – and what questions to expect.
Employees serving as ambassadors for a company is not a new concept. However, social media is opening up a lot of opportunities in this regard, and the subject is gaining new significance. The central goals of a social media ambassador initiative are to strengthen corporate messages and raise the social media profile of recognised company experts. But how do we enable employees to use these opportunities to their, and our full advantage? What are realistic expectations? How do you encourage this?
When making purchasing decisions, the behaviour of our business customers is changing. The way we market in this new environment needs to change:
Our employees are digitally connected. Any employee can be a gateway to a potential business customer. We should use this to our advantage! As social ambassadors, employees focus on spreading relevant content in their networks. This content is intended to help B2B decision-makers solve their problems. Our employees thus establish a two-way communication with potential business customers. The goal is for the employees to position themselves as an expert or influencer for the business customer, to provide answers and solutions and to raise their profile through their expertise.
There is no ‘one size fits all’ for companies when it comes to setting up a social media ambassador initiative. However, there are some principles that must be followed from the outset and taken into account in your strategy:
But how do we enable our employees to act as social media ambassadors for the company? The role of marketing is to train employees to become ambassadors and to embed a social media culture within the company. Drum up enthusiasm and show your employees how they can become ‘famous’ courtesy of social media.
Follow these 7 steps to win over your employees:
Your social ambassador initiative will be an important catalyst for change. It will also bring some challenges for your company. It is therefore important to prepare yourself for the following questions:
No matter how you answer the questions for your company, don’t forget that your employees will use social media in any case – with or without your support, and with or without benefiting your business.
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