Social Media Ambassadors: Employees/Volunteers


To determine the best practices or guidelines on how colleges allow student ambassadors manage social media accounts on behalf of schools or other organizations allowing volunteers to run social media channels on the organization's behalf to mitigate the risk.

Early Findings

  • It is of paramount importance that brands clearly outline their social media policy.
  • Brand ambassadors could be employees, agents, speakers, writers, bloggers, talent, endorsers, and anyone engaged in promotional activities for an organization.
  • 47% of employees use social media to interact with customers.
  • The organization needs to outline the purpose, provide a code of conduct, outline the policy, confidentiality, and trademarks and intellectual property.
  • This is essential as one poorly timed post can cost an organization everything!
  • Employee advocacy has the potential of driving up to 1,000 times more traffic to an organization. This is a potential worth exploring!
  • The social media team is the front-line ambassadors of the organization. For this reason, it is important to train them adequately.
  • The brand or organization should outline what would be okay to share and what wouldn't. A clear definition will guide the ambassadors.
  • Additionally, they should be educated on the consequences of misrepresenting the organization/brand.
  • As we ensure that the parameters are clear, it is also quite key that these ambassadors are empowered.
  • These policies should be set up prior to engaging with the public via social media. Several companies do so after facing a PR disaster.
  • A well-crafted social media policy should:
    • Defend the company from security risks and legal implications.
    • Empower employees/brand ambassadors.
    • Enhance the brand/organization by protecting it and ensuring consistency across the various platforms.
  • The policy should explicitly clarify who can speak on behalf of the company on social media platforms.
  • Different types of organizations would give their employees different levels of freedom on social media.
  • In the event of any conflict, the policy should provide a plan to mitigate its effect and save the brand image.
  • One way of dealing with conflict promptly is to have pre-approved responses to common issues.

Proposed next steps:

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Our initial research has revealed that there is plenty of information on social media guidelines for various brands and organizations. Following our findings, we propose continued research to present 4-6 case studies of brands that poorly handled social media engagement. These case studies will specifically identify those that were using volunteers or employees as their brand ambassadors on social media and what it cost the brand/organization.
Additionally, we will present 4-6 case studies of efficient social media engagement. These case studies will specifically identify those that use employees/volunteers as their brand ambassadors on social media. We will provide additional insight into what they did to ensure their success.
Additionally, we will provide 4-5 insights into the benefits of using employees/volunteers as ambassadors on social media. These insights will primarily focus on presenting statistical evidence of the impact that empowering employees/volunteers will have on a brand/organization. We will also provide 4-5 insights into the risks involved when they are not adequately educated/trained.