Before purchasing a new product or service, how many times have customer reviews persuaded you to buy or not buy?
“We trust people more than we trust companies. It’s that simple,” said Melissa Russom on Nonprofit Tech for Good. Research proves it, too: 82 percent of people claim they trust personal recommendations, more than the 70 percent that trusted company messaging on websites and the 50 percent that trust email, according to a 2015 Nielsen study.
“While your organization [social media] accounts work to build an authentic community, share your story, and advance your brand strategy, playing the game as it was intended (person to person) can drive even more meaningful engagement with your cause,” Russom said.
That’s where a social media ambassador program comes in. These brand influencers can get the word out about your organization on social media, with the idea that they are inspiring others to join your community, too.
“Your ideal social media ambassador is someone with a passion for your cause who naturally emanates your brand,” Russom said.
The most important part of the partnership: Be direct with your expectations and clear on what your organization is about—but Russom said not to expect 100 percent alignment.
“These are guides you’re providing—not mandates. This is not the time for brand policing,” she said. “You want individuals with personalities. You want your ambassadors to be themselves, not a scripted version that resembles themselves and strips away the authenticity that made their relationship as an ambassador so powerful to begin with.”
Please select this link to read the original article from Associations Now.