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By Jeremiah Owyang with Andrew Jones, Christine Tran, and Andrew Nguyen Includes input from 63 ecosystem contributors, survey data from 144 social business program managers, and analysis of 50 social media crises

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.

Companies that build systems that people use have power. But they have to be very very very careful about how they assert that power. It's really easy to come in and try to configure the user through force. It's a lot harder to work diligently to design and build the ecosystem in which healthy norms emerge. Yet, the latter is of critical importance to the creation of a healthy community. Cuz you can't get to a healthy community through force.