So, as a company, you now recognize that a socially networked company makes for a more human workforce. So, what are the next steps to making employees social media ambassadors?
There really are two different approaches to empowering your employees as social media ambassadors. You can either give open access to your entire employee base or start with a “pilot group” of officially recognized ambassadors. I don’t know that either approach has more proven benefits over the other, but if you’re a conservative company like mine, you’ll go for the latter…. and here’s why:
- Allows you to embrace social media while still being cautious about how to fully deploy or manage it;
- Gives you time to further refine your social media guidelines with a small group of individuals who will eventually become leading examples to the rest of your employees; and,
- Provides the opportunity to measure your social media impact using the initial pilot as a control group.
Building a Social Media Ambassador Pilot Group
- Survey employees on social networking habits and interests. Determine what social networks your employees are using and ask them if they would be willing to use their personal brand / social networking profiles to serve as the company’s social media ambassadors.
- Lots of employees will say they are passionate about social media. But you will need to weed out those individuals who are just consumers of social media information versus the ones who are conversationalists in social media — those who create content and dialogue within their existing social networks.
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