Dell is doing it. MasterCard, too. Even universities, not exactly bastions of social media influence, are embracing it. Employee advocacy in social media is gaining currency as an effective way to promote an organization by the very people who work in it. Rather than creating ads or hiring social media influencers to boost a brand, companies like Vodafone and Starbucks to schools like Oslo Metropolitan University (OsloMet) are tapping staff members at all levels to become brand ambassadors, with arguably improved conviction and results.

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