Diagnosis: Brand Ambassador-phobia
Okay, I admit it’s not likely to be a term that catches on with the giants of social media…however brand ambassador-phobia is a condition that stops from companies from embracing the power of the online brand ambassador. Nichole Kelly, on Social Media Examiner, touches on this fear in “3 Rewards and 3 Risks of Making Customers Brand Ambassadors.”
Fear of not being able to control the customer’s message, she writes, is one risk of building advocates. But the reality is that social media users already influence brand message and perception. Nichole writes: “The question is, are you willing to provide the platform to magnify your customers’ reach or are you going to wait for your competition to do it first?”
It’s a point well made. Customers are already using social media to act as brand ambassadors. As brands we can allow fear of losing control to stop us from staying competitive or we can embrace and nourish the enthusiasm that’s already there.
What else stops brands from embracing customers as advocates?