At Dell, they have been training thousands of staff members to become brand ambassadors. Not just to advocate their employer in the pub, but to actively engage with customers online. On behalf of the company. A great idea indeed, but would it work for every brand?
Social media call for a personal, human touch, and I am very much in favor of that. Who can better provide authenticity than an employee who is passionate about his job? Social media call for substantive answers and transparency as well, and who else has more expertise to answer questions than the internal specialist himself? Why leave it up to Headquarters to control the message? Keep reading →