Determine the roles they will play. Lam distinguishes the following roles: social savvy's (for whom social media holds no secrets), subject matter experts (specialists in a certain area), thought leaders (employees who are an authority in a certain area) and spokespersons.
Observe the world outside your organization and determine the connection between your ambassadors and the (external) influencers in their field of expertise. Ask the ambassador to follow these people, read their articles and get in touch with them where possible.
Help and support your ambassadors: with building a professional image, expanding and maintaining their network and creating and sharing content. This can be done in various ways, for example via wikis, videos, tutorials, webinars, workshops and trainings.
Finally, measure the success of the activities you have developed together with the ambassadors. Try to determine the best possible baseline measurement for each goal (see step 1) before you start the program to compare the results against. Measure how many people have seen or can see certain content (reach), how the recipient has interacted with the content (engagement) and whether you have reached the right people (audience). Share these statistics with the ambassadors brazil whatsapp number list themselves. This way they see that their time is paying off, and that can be motivating.
networking
Tools
One more thing: online ambassadorship or employee advocacy is not the same as rolling out a tool. There is more to it. Tools can help you execute your program. There are several (free and paid) content sharing tools that allow ambassadors to discover and share third-party content.
Risks
Finally, there are risks associated with rolling out the online ambassador program. The most common mistake according to Lam is the 'spray & pray' trap: the phenomenon where you spray all employees with your that the content ends up in the right place. His advice: segment ambassadors by topic and be selective with the content you present to your employees.
Then choose which tool best suits the people in your organization and the current toolset of your organization. And realize that the tool is nothing more than a tool: it is ultimately about changing the behavior of your employees. Give them the space to go through this development at their own pace. That gives them and the organization as a whole the best chance of success!
In his book, Lam clearly lists the arguments and advantages of starting an online ambassador program. He also provides insight into pitfalls, but above all, a lot of good advice and tips to set up an online ambassador program in a structured way.
With input from Suze Krijnen, advisor Employee Advocacy (RVOfan) & Corporate Social Media.