Brand ambassadors: how to find and cultivate your online allies.

• Author: Felix, Devin
• Position: Entrepreneur Edge

It's one of the oldest and best-known facts of marketing: Nothing beats word-of-mouth.

And in 2016, word-of-mouth is no longer limited to talk over the back fence or around the water cooler. Thanks to social media, anyone can share their thoughts with hundreds or even thousands of people instantly.

Smart companies can use this to their advantage by turning their biggest online fans into brand ambassadors.

What's a brand ambassador?

In the simplest terms, a brand ambassador is someone who advocates for a brand, says Nicholas Giustini, senior content strategist at Penna Powers.

A well-known and visible example is a celebrity endorsement. Fortunately for companies that don't have the kind of money it takes to hire a big name to promote their products, there are other options in the age of social media. Anyone who is a fan of your brand and has a network of connections can become an ambassador for your brand.

"They've used the product, they've had a good experience with the product and they're loyalists to the product," says Melanie McBride, vice president of content and consumer engagement for Love Communications.

What is the value of a brand ambassador?

They lend their credibility to your brand. Good brand ambassadors are people who are already passionate about your products, and their sincerity shines through when they talk to their followers and fans about it, McBride says.

They'll also be your defenders when people criticize your brand online.

For example, Utah's many multi-level marketing companies have legions of passionate customers and fans who are always willing to spring to their defense.

How do you find and keep brand ambassadors?

Be on the lookout for people who are already passionate about your brand and are already speaking about it. These are the people who will advocate for your brand with sincerity--and sincerity is what makes word-of-mouth such an effective marketing tool.

Monitor social media channels for people who have a lot of good things to say...