I’m accountable for working with organisations to support brand advocacy on social media through their partner eco-system. Scaling social advocacy programs beyond employees is critical for brands that want to widen their social media impact, reach new audiences and extend their ability to listen into conversations on social media. An added benefit is that partners typically bring a focused specialism to vendor solutions making their value on social even more compelling. I work with Channel teams to understand their eco-system and design a social program best suited to their goals and ambitions. This isn’t done in isolation. We believe that social advocacy impacts lead generation, talent acquisition and revenue generation so we actively build programs that integrate into wider business objectives.