CHAPTER 4The Social Employee-Lines Blur Between Brands, Employees, and Customers

In a world where brand identity is now cocreated by brands, employees, and customers, the traditional lines used to distinguish these groups continue to blur. Social employees work to embody a brand’s ideals and message without compromising their own personal brands. Each of us contributes to the branding process whether as employees or as consumers. This tends to make us as willing to advocate on behalf of others as we are to advocate on behalf of ourselves.

This cultural exchange continues to grow in complexity, and as a result many brands are unsure of what roles should be encompassed in this new social landscape. Some brands have chosen to dive right into the ...

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