Working with customer advocates daily we’re often posed with a dilemma. Is the advocate speaking on behalf of their company or as themselves? Speaking as themselves might allow them to bring a richer set of experiences, all they have learned in past jobs and through education. Yet the opportunity is being brought to them due to their employer. So which is it?
As you might expect the best answer here is ‘it depends’! What are they being asked to do? What knowledge allows them to be the best contributor possible? What does their employer allow?
We find that many of the advocates we work with have company policies for advocacy activities and social media involvement. Participation in an advocacy program can be the trigger to learn those policies! We have seen a wide range of policies and can work with any limitations they might set but we also see the flexibility for a wide range of involvement.
Does your company have advocacy policies? Policies for social media involvement? You might this article about corporate vs personal branding interesting. It’s from The Content Marketing Institute, written by Ann Gynn. It’s a good discussion about how advancing one’s personal brand and your corporation’s brand can go hand in hand. Worth a read.