Users are increasingly allergic to advertising in particular; interesting and high-quality content in content marketing, on the other hand, is well received. Visibility without paid media is difficult to achieve in professional communication; but without a useful content environment in owned media - and also without recognizable protagonists - and without sufficient response in earned media, they often remain just as ineffective. (For the clarification of the terms owned, paid, earned media: see the box at the end of this article.)
Employees cannot not be brand ambassadors
As already mentioned, someone cannot not be a brand ambassador from the moment he or she is assigned to a company . Social media, in which almost everyone is present in one way or another, often increases the relevance and reach of one's own statements - whether posted by oneself or by others talking about someone. The question is just how aware the people concerned are of the effects of their own actions and communication on the image of the brand in the minds of others.
It therefore always makes sense for the company to think about bc data the impact of employees on the public and on certain parts of the public as part of its overall communications. This also applies if the people concerned are not extensively involved in media representation. Social media guidelines and a company-wide, lived, common understanding of the brand are the minimum here. Anyone who wants to actively rely on visible faces would do well to actively plan a brand ambassador strategy as part of their communications strategy.
About the author
I'm glad you're reading this. I'm Kerstin Hoffmann. strategy and content marketing. I am also particularly specialized in corporate influencer strategies. I give lectures and write books. I taught at the Heinrich Heine University in Düsseldorf for a long time, and to this day I give guest lectures at various universities.