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BW Businessworld

Social Media Ambassadors

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Riding on the success story of social networking sites — such as Facebook which is expected to become a 100-billion-dollar firm after it gets listed this year — are incredibly diverse kinds of professionals ranging from actors to political leaders. But the latest breed of professionals joining the bandwagon are word-of-mouth marketing experts. Yes, there are professionals by this title. Dave Kerpen, the author of Likeable Social Media, is one. He manages the presence of some 250-odd brands on Facebook and, therefore, knows all that he talks about in the book. The examples in the book are enlightening and his manner of writing is sensible at its best.

The book does not preach any new brand building fundamentals. Kerpen says the rules of the game are same everywhere — offline or online. But to make the online presence stronger, one has to get deeply-engaged and vigilant. He urges one to be actively participating in all conversations. Smart brand managers could use social media as a potent tool to activate people who love your brand or organisation, no matter how small your brand is. They are the "social media brand ambassadors". Interestingly, the author makes a powerful case not only for advertising on social media but also for creating adverts to leverage the organic power of, say, a site such as Facebook by targeting "friends of connections".  A good trait of this book is that one can read it selectively depending on one's interest areas courtesy its neat chapters.

(This story was published in Businessworld Issue Dated 20-02-2012)