Cultivating Positive Word-of-Mouth with Brand Ambassadors. In the age of the all-important customer review, so much attention has been paid to how to (and how not to) handle a negative comment. But what about the positive ones? Some operators have found that how they respond to glowing compliments can have significant benefits to the brand. Here, they weigh in on where to find brand evangelists and how to encourage and engage them.

Where to find them

Look at fundraising participants, cull review sites, and search beyond Facebook and Twitter.

Then what?

Give a shoutout, create exclusive experiences, and be on the lookout for what might make it easier for fans to share their experience.

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