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The typical ambassador ecosystem for a mid to large scale business likely consists of hundreds of employees, customers and partners which can potentially be harnessed for the benefit of the organization. Participation in thought leadership in places Google indexes such as Quora and even Slideshare can influence what shows up on sarch results. Marketing partners should be re-calibrated from focusing primarily on paid media efforts to being active in the overlaps between paid, earned and social media while tapping your companies most active advocates. Your organization has a workforce of employees active on social networks, yet most organizations remain content to have their employees "locked down" vs.being empowered for the benefit of the business.