Culture is the bedrock of an organization.
Make it strong, and it will become the backbone of your business. Culture is reflected in the words and actions of everyone in your company. Official spokesperson or not, each of them is a living, breathing ambassador for what you value.
It’s no accident that the companies excelling on the social web have strong, positive cultures. They believe in hiring for mindset, attitude, and values and training for requisite skills. They preserve and nurture their culture above all, because it’s the foundation for smart decisions, good judgment, and an environment of learning and collaboration.