5 Ways to Build an Effective Brand Ambassador Program

Why It’s Important

Incorporating Brand Ambassadors into a social media strategy allow future customers and members of the community to have firsthand access to the personal stories and opinions of members who are familiar and enthusiastic about a product or service. BAs are instrumental in establishing and building a company’s image by influencing current and future community members.


According to Olivier Blanchard, the author of Social Media ROI, “Through the use of social media, organizations can breed loyalty in their members by interacting regularly with them, befriending them, and empowering them to make a difference. The magic stems from the fact that social media can help humanize communication to such a degree that genuine friendships can begin to form between an organization’s staff and the member they interact with.”

The key here is that BAs help to “humanize communications” by publicizing the community and generating conversation around a product or service.

Here are 5 ways to build a Brand Ambassador Program:

  1. Listen to customers– Who knows your brand better than your customers? Most likely people within your organization, but customers know exactly what they like about your product and/or service and can better articulate that to members within the community. Listen to your customers and find out what they like/dislike and what they would like to see more or less of.
  2. PLAN! PLAN! PLAN!- And then plan some more. Planning is extremely important when creating a Brand Ambassador Program and it’s more important to ensure that the program is aligned with the organization’s goals and objectives.
  3. The Inside Job– The best place to start for a BA program is from within an organization by engaging employees. Search for people within your organization who are already using social media and have a basic understanding of how things work. Utilize these people to be the first BAs for your organization.
  4. Be selective– Not everyone should be an advocate for your brand. Although you may have hundreds of willing individuals who express an interest in being a BA, not all of those people will be a good fit for your organization. Understand your organization’s personality and create a list of qualities you would like your BA’s to possess then select people who meet those qualifications.
  5. Make It Worth While- Although customers may love your organization, people are more likely to participate when there is an incentive. Get creative! Highlight your BAs in interviews or feature them on your website. Offer BAs discounts or free items that reflect the organization. 

Do you have a success story to share about your Brand Ambassador Program? If so, please share below.

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