If you or your financial institution are new to social media, you may feel that you need to hire a brand ambassador. However, you should know that you already have them. Actually, you have many! Employees can be, and SHOULD be your best brand ambassadors.
A bank that has been taking advantage of this is BBVA. They developed an entire ambassador “scheme” in order to push their “core values”, which are integrity, simplicity, honesty, sacrifice, the spirit of endeavor, commitment, and teamwork. One of the ambassadors they cherish the most is Carlos Soria. They have a photo on their website of him, underneath which they include a little tidbit of information. They talk about why they value him as an employee and how he represents their company.
Using your employees as ambassadors is all about getting to know your employees and making sure that their values match the company’s; that they identify with the company. TheExchange4FI youtube channel gives tips about using social media for small businesses. This video explains how to make sure you employees understand their role as brand ambassadors.
The Financial Brand gives tips on how NOT to tweet if you are representing your financial institution. They have given examples of foolishly posted social media content that is simply out of context. Such examples include a post that talks about funny baby elephant videos. When it comes to context, think about what you would talk about at the bank, if you wouldn’t, they advise you don’t post it.