In public relations, we talk about how to incorporate third-party endorsers or loyal customers as part of our campaign strategies for our clients. Whether they are long-term supporters of what the corporation or “face” of an organization stands for (ex. USC Football fans and Pete Carroll) to believing in a cause that is important to society (ex. Soldier’s Angels). These individuals are what we in public relations call “brand ambassadors”– they are influencial individuals that have an invested interest in a corporation, individual, or cause– but they are not associated directly with the parties involved.
Now with the growing use of social media in campaigns and managing personal reputations online, the same concept applies. These individuals are very important in connecting with others on social media web sites (Facebook or Twitter to name a few) to help you manage your online reputation. In other words, these individuals are transformed into being social media brand ambassadors. These individuals should be those that you trust and who know you very well as a corporation and individual. It is good to have an open two-way communication channel and an overall positive relationship with these individuals as well. 🙂 In this case, it is better to have quality social media brand ambassadors instead of quantity.
Social media brand ambassadors are very important to managing your online reputation. They are the ones that will be there for you in case of a crisis situation as well as helping you promote your online presence to other target publics as well. Like brand ambassadors offline, social media brand ambassadors have to also be viewed as trustworthy, credible, and experienced sources of information as well in order to be effective in a social media and PR campaign.
Hope all is going well and have a wonderful day! 🙂
Best Wishes,
Karen
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