Last week I was running a two day social media and PR workshop.  After one of the sessions someone said “so, is it like creating brand ambassadors?”  A simple and logical question, but I gave a very poor answer – I said “it is a bit like that, but not the way we have been accustomed to doing it, in that it is not about creating a fixed group of people who will become advocates for your brand.”  This rather poor answer has bugged me but I have realised now that a much better  answer would have been “its not about creating brand ambassadors within your consumers or customers, it is much more about creating consumer or customer ambassadors within your business.”