Hiring a Brand Ambassador: Ashton Kutcher, President of Pop Culture for popchips™ Seeks VP
Who is your company hiring to market your brand on the Internet? You might think that the best ambassador for your brand online would be someone of the texting- sophisticated, grew-up-on-Facebook generation. For some brands, that might be true. For example, this past February, popchips™ and its President of Pop Culture, Ashton Kutcher, teamed up with Monster.com to find a brand ambassador—a Vice President of Pop Culture. The winning applicant would be responsible for creating entertaining digital content each month on topics assigned by the social media team. He or she would also write a weekly blog post about adventures and discoveries in pop culture. Diane Mizota, an actress in the Austin Powers movie, was the winning applicant; she is now perfectly positioned to create search-friendly content for popchips. (Source: http://www.popchips.com/vpsearch/questions.html)
Many companies, however, are not part of the Hollywood scene. So choosing a smart and talented actress is not the best choice for marketing their brand. But it is important to consider the attributes and qualities of the people you choose to speak on behalf of your company, especially when they are the company’s voice on the Internet.
Social Media Allows Anyone to Be a Voice
While Mizota and Kutcher are passionately creating their own brand of “pop” culture for their company popchips, they are attracting many people who are following them along via Facebook, Twitter, and Diane’s popchips blog. The people who read Mizota’s tweets, Facebook postings, and blog can comment and share their own thoughts about popchips. The ability to communicate in an online, social environment demonstrates two important points:
- People are used to connecting with brands via social media.
- Anyone can be a voice for a brand when using social media.
Trust and Passion in Your Brand Ambassadors
Selecting employees to market your brand is an ominous task, because you can’t control what they will say. Jeannette Paladino in The Blogger’s Bulletin says that these employees “need to know management is listening to them and that they are important to the company’s success. The key is trust—companies can’t control what employees say but companies that have good relations with employees can trust they will represent the company well.” (Source: http://www.inc.com/guides/201104/how-to-identify-your-companys-brand-ambassadors.html)
Passion is a factor too. Believing in your brand and having a positive feeling for what it represents sells a message with authenticity. It’s important to choose employees whose positive energy is sure to shine in their blogs, tweets, and Facebook postings.
Carefully Choosing the Voice of Your Brand
“While it may seem obvious to put a young, self-proclaimed, social media ninja in charge of your social media marketing,” says Anthony Juliano, he advises that you “proceed with caution before handing over the keys to your brand.” Juliano recommends carefully considering the person’s attributes in customer service, time management, and financial business. “Look for someone who is well-rounded and has solid business experience with a good track record,” He suggests that a good candidate has:
- Good judgment.
- Excellent communication skills.
- Quality management in writing.
Hiring a person who has good judgment is “phenomenally important” because this person is the voice of your business. He or she typically has authority to make decisions on your behalf when responding to people on your company’s social media platforms. Perhaps surprisingly, a less important qualification would be experience in social media. After all, most people can easily learn to use Twitter, Facebook, and other forms of social media with a little guidance. Ultimately, your company can leverage the benefits and rewards of using social media by bringing good people on board to do the work.