CHAPTER 5

Evangelizing with Employee A-D-V-O-C-A-T-E-S

By turning employees into trusted brand ambassadors, companies bring their strongest asset and their most vocal internal advocates in direct contact with their customer base.

—Ekaterina Walter, best-selling author

Much like the support given to ambassadors, brands are actively empowering employees to support their goals through social media. They are the most trusted and connected source to target audiences at a time when the growing demand for social media is stretching internal resources to their limits. And by tapping into the personal accounts of these employees, the reach of messaging can be greatly amplified.

In using these employees to scale their social-media efforts, companies are ...

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