Our
last guest speaker in this semester was Dr.
William Ward, Hootsuite's Director Strategy and Social Media (SM). He is also
adjunct professor of SI Newhouse School of Communication at Syracuse
University. One of the questions which we couldn’t raise during the class due
to time limit was about Global Ambassador Program of Hootsuite. As we have
social media enthusiasts and computer geeks in our class, I think it would be
useful to elaborate a little bit this program here. What I found about this
program is below.
·
According
to HootSuite CEO Ryan Holmes, global ambassador program was the second main instrument, after fermium,
that brought a rapid and inexpensive growth in its earlier period.[1]
The program was initiated first in 2012 and expanded in 2014. While having 140
ambassador in 37 countries in 2013, Hootsuite reached 638 Ambassadors and 56
countries in 6 months after relaunching the program in 2014.
·
The
program provides opportunities for participants to engage in broader networks,
to meet with social media enthusiast from different countries, to gain various
experiences of social media management and to introduce their expertise in
social media business.
·
How does the
Ambassador Program work? Volunteers apply the program for at least three months
preiod. Hootsuit team evaluates the applicants and chooses new ambassadors. Hootsuite
seeks ambassadors who have expertise and great network in social media sector.
·
Hootsuite
expects from Global Ambassadors to “advocate its products, share content to
their existing networks, provide regional insight and product feedback, create
a stronger regional presence for Hootsuite both online and offline”.[2]
·
In return,
Hootsuite gives following prizes for participants of the program; “Free access
to Hootsuite University and a discount towards the Newhouse Advance Social
Media Strategy Certificate, 3 Months free access to Hootsuite Pro and exclusive
Hootsuite Ambassador swag and promotions, Gain credibility by adding the
position to your work history and being featured on the Hootsuite social media
channels.”[3]
·
Dr. Ward
stated that Hootsuite is considered as something more than a social media
management platform. I think Global Ambassador program is actually one of the
evidences of Hootsuite’s broad functionalities. Hootsuite uses a pulling and
networking tactic by gathering brand advocates to promote Hootsuite’s global
network and engagement.
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