by By Eva Camacho
Social media has become how many brands and small businesses can connect with their audiences. Influencer outreach and the use of ambassadors can feel overwhelming for brands that have never worked with them. This blog will discuss how to use ambassador partnerships to build community on social media.
The difference between social media ambassadors and influencers often needs clarification. Influencers typically only work with a company briefly, while ambassador partnerships are longer relationships. Influencers can be helpful with quickly sharing information with their audiences, but ambassadors can build long-term trust and relationships with the shared community.
Choosing the right ambassador is an integral part of creating authentic ambassador partnerships on social media. When selecting an ambassador, targeting people who authentically believe in your brand and community is vital. Working with people who already know and love your business helps build relationships with those long-term supporters and allows them to share authentically about something they are passionate about. The content they produce and share will be naturally much more authentic than if you were to work with an ambassador who is not invested in your brand.
User-generated content is another valuable aspect of working with ambassadors. By requiring ambassadors to post original content, brands can get authentic content to reshare. Creating an environment where people are having fun sharing content of themselves at your business also creates a culture for your community to feel comfortable sharing. Reposting ambassador and customer content shows the client base that their experiences with your brand are acknowledged and appreciated. Being consistent in reposting content helps build relationships with your social media community.
Choosing the right social platforms for your ambassadorship program is an essential part of having social media-specific ambassadors. It is crucial that the platform you choose is something you are comfortable using and checking for engagement. Ideally, ambassadors will post on their most extensive social media platforms. Communicating with ambassadors about which social media you’d like them to utilize most helps set expectations upfront. Using a social media platform that your brand also has helps grow your brand’s platform through tools such as tagging or linking to your brand’s account.
While working with ambassadors who genuinely love your brand is essential, it is also an opportunity to introduce new audiences to your business. Many ambassadors have connections to various audiences that brands would otherwise not be able to connect with authentically. Choosing ambassadors involved with new audiences helps increase social community and brand visibility.
It likely comes as no surprise that working with ambassadors with a large social media following helps to expand your social media presence. However, an ambassador’s follow count should not be the only determining factor when selecting ambassadors. Finding people who connect authentically with your brand will translate to more genuine content. Additionally, there is a benefit in choosing someone with a smaller audience but a more specific community to connect with.
Ambassadors can be an integral part of a brand’s public relations campaign by prioritizing authentic connections. Ambassadors are real people who were likely your longtime clients and supporters, so it is essential to maintain positive relationships. Offer them discounts or benefits that are fair for the work you request.
For additional insight listen to the podcast “Celebrating the Brand Ambassador” with Elayne Duff. https://podcasts.apple.com/us/podcast/episode-27-nathan-reffell-kyle-mchugh/id1611901942?i=1000604610552
About the author: Eva is an account supervisor for Allen Hall Public Relations, a student-run pr firm at the University of Oregon. Within her role at AHPR, she has managed Glow Yoga’s ambassador program. Eva is also a fitness brand ambassador for Beyond Yoga. See Eva’s Linkedin and Portfolio.
With influencer marketing on the rise, I thought this post was very informative. I like how you highlighted and explained the difference between influencers and ambassadors. I personally did not realize there was a difference until I read your blog.
Hi Eva! I enjoyed how you explained the difference between an influencer and an ambassador because sometimes those terms can get intertwined too much. What you said about brands needing to find influencers that match what the ask is, is so true. People need to be able to relate to the influencer representing the brand and/or product to have an interest in purchasing or trying it for themselves.
Hi Eva! Your explanation of the difference between a social media influencer and an ambassador was very interesting information! I always wondered what the difference between the two relationships was and now I have a better understanding. It was also very interesting to hear how important an ambassador really is to a company when It comes to the promotion of their products, online.