The working hypothesis I am assuming is that today, in times of information overload, visibility for content is best achieved through strong, recognizable personalities. Employee brand ambassadors therefore play a crucial role in the content strategy, on their own platforms as well as in social networks. At the same time, the feedback tells decision-makers and other protagonists what makes their conversation partners tick. They have their ear directly to the ground in their reference groups.
The idea of programs to promote employee brand ambassadors is often still fraught with fear: people are worried that the wrong information will leak out or that individuals will not be up to their communication role. In fact, however, companies should take into account the fact that practically all of their employees are now present on social networks and connected to others via messengers. Here they are also perceived in their professional role and are therefore, whether they want to or not, brand representatives.
Anyone who is not aware of this fact cannot control how they come across. Companies that ignore this leave it to the commitment and more or less random individual communication skills of their employees as the most important interfaces to the public to determine how the brand image develops. Companies should support their employees in becoming brand ambassadors and thus specifically leverage the potential that lies here.
Information in brief: What "Pilots in the flood of information" is about
How do companies manage to remain visible with their linkedin data messages and reach the desired recipients in the increasing flood of information? Anyone looking for content needs credible guides who show the way and provide orientation. The book shows how companies can use the potential of their own brand ambassadors.
How companies prevail in the flood of information in the digital age
Using brand ambassadors to create clear competitive advantages
Why recommendations and relationships decide on purchases
How do I reach my reference groups in closed circles?
Communication Strategies and Content Marketing: The Next Level
Practice of Brand Ambassadors: How to Develop, Build and Support Them
Personal Brands in Digital Times: Roles, Types and Best Practice
From the Corporate Blog to the Social Web: Media and Platforms for Brand Ambassadors
Preventing dangers and risks: Recognizing and avoiding typical prejudices, fears and mistakes
tools, work aids and practical examples