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The Most Powerful Brand On Earth: How to Transform Teams, Empower Employees, Integrate Partners, and Mobilize Customers to Beat the Competition in Digital and Social Media by Susan F. Emerick, Chris Boudreaux

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4. The Power to Sway: Helping Employees Build Advocacy Online

Coauthored by Constantin Basturea

“You will get all you want in life if you help enough other people get what they want.”

— Zig Ziglar

While many brands have given their employees permission to use social media on their own or on behalf of the brand, few brands support employees in a systematic framework to develop a web of trust relationships beyond the borders of the organization to support and protect the brand. This chapter provides a framework for such activity.

Permission Is Not Enough

In our experience with large and small brands, we have seen employees empowered in social media for a wide range of goals, such as the following:

• For a luxury brand, empowering employees ...

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