Comments on: The deafening noise of social media

By: Andy Jarosz

Andy Jarosz — Fri, 20 Apr 2012 08:07:54 +0000

Good points as ever John. I figure this ‘brand ambassador’ debate is a whole new topic. My instinct would be to see a distinction between your promotion of the Wales Coast Path (you love the product and most importantly you’ve actually experienced it) and the activity of those who are promoting a product/service/destination in order to gain free travel/competition entry/traffic to their site. Perhaps it’s not the label that matters but the clarity of ethics that you mention…thanks again for your insights.

By: John

John — Thu, 19 Apr 2012 22:30:32 +0000

There seems to be many definitions of ‘brand ambassadors’ but apart from the likes of David Beckham and George Clooney, there is a move to get passionate, impartial and trusted consumers to fulfil the role. Some ‘brand ambassadors’ do fall into your latter definition. For example there are a few snowboarders I am friends with on Facebook who are sponsored by a well known energy drink. They then drop mentions of same drink into their updates with the subtlety of a thermonuclear explosion.

The Holy Grail of ‘brand ambassadors’ appears to be a consumer who already promotes a product because they adore it. That consumer has clear ethics and is known for only raving about a product that they admire and fits with their ethics. I have seen many Apple consumers act as unofficial ‘brand ambassadors’ raving about the latest iPad seems to be part of an unwritten contract that you enter into when you buy one.

Returning to the travel world there are some big name bloggers who monetise their blogging through sponsors. Often the bogger was using and reporting positively on the supplied products before they got the sponsorship deals. As part of my research for the post I did consult press releases from the various bodies involved.

But on your last definition my last VisitBritain post would make me a ‘brand ambassador’ for the Wales Coast Path even though I have never exchanged a word either in text or speech with the creators of the path, the councils or the relevant tourist authorities. I wrote it because I have had some very enjoyable hikes on the Welsh Coast and think it is real cool that from May 5 there will be a linked up path going right around the coast of Wales.

I could prefer to be George Clooney, but in fact he promotes a brand I have ethical problems with.

By: Andy Jarosz

Andy Jarosz — Thu, 19 Apr 2012 09:25:42 +0000

Thanks John. I wondered who would pick up on my ‘ugh’
I agree that we go about promoting destinations just by virtue of the fact that we’ve had a good experience there and want to share it with others. There is a clear distinction however between giving opinions based on our own experiences and using our voice to promote contests/promotions or press releases from a destination or hotel chain. It’s the latter that for me defines the ‘brand ambassador’ phrase and to which I referred.

By: John

John — Wed, 18 Apr 2012 21:15:18 +0000

Andy, you have a keen eye and ear both when travelling and online. You also take the time to analyse what you see and draw meaningful conclusions.

Not sure why you respond to becoming a brand ambassador with “ugh!”. Many of us are brand ambassadors if we are honest about it. When asked we will recommend countries, destinations, services, and other products without thinking about it. Think about it. It may not be because of the noisy seller or the false friend, but because we have been influenced by the quiet, helpful person with quality products and services.

It reassuring to know that there are people like you who keep focused and don’t copy the behaviour of the masses.

By: Abi

Abi — Wed, 18 Apr 2012 15:16:25 +0000

Loved this article. Am going to shout about it as loudly as I can! Look out social media world!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! with ! for luck!

By: Prime

Prime — Wed, 18 Apr 2012 06:25:49 +0000

In a world where the noisiest often seem to get noticed, it’s nice to think that it’s quality that usually wins out in the long run.= love this one. In the end, business (and travel writing) is all about quality and giving something of value. Marketing is just part of the package

By: lara dunston

lara dunston — Wed, 18 Apr 2012 05:12:52 +0000

What a great post! Brilliant analogy, Andy!

By: Andy Jarosz

Andy Jarosz — Tue, 17 Apr 2012 19:33:18 +0000

Thanks Pete – I guess it’s about striking a balance and above all, communicating with people with honesty. Too often the ‘hey, be friends with us!’ approach is not about anything more than meeting some arbitrary targets of attracting followers for future marketing. Not much of a ‘friendship’ is those cases…

By: Pete Stean

Pete Stean — Fri, 13 Apr 2012 08:41:22 +0000

Andy, I get the points you’re making here, but I’d say that companies trying to ‘make friends’ with their customers and potential customers is actually a positive step, in fact I wish more organisations would make that amount of effort. I’m still frustrated by the monolithic unresponsive multi-nationals where it is virtually impossible to get a meaningful response to any enquiry or problem…

By: Gwen McCauley

Gwen McCauley — Fri, 13 Apr 2012 08:40:56 +0000

Hey Andy – Another great article. You have a great way of writing about the tough topics without ever becoming that which you are commenting on! Blog on, dude.