By Victor Mataraso, M.B.A. Conversations dominate our markets. We no longer live in the days where customers and consumers turn to companies for answers. Word of mouth and the opinions of others are worth much more than the company jargon on a web site. With the advent of social networking sites like Facebook, Twitter and Yelp, your employees are talking and accessible outside of the office walls, and the market is listening to what they have to say. Whether you are a small business owner or CEO of a major corporation, your employees are your most important brand ambassadors. The steps to having successful brand ambassadors are simple. 1) Realize the importance of employees... all of them. Your employees, from entry-level positions to the most senior management, are extremely important. Remember that whoever has the first point of contact with your markets is in an influential position. Their interaction with your customers and consumers is crucial. This interaction shapes the image of your brand in the mind of the consumers, and they will take that information to their friends, their conversations and the web. 2) Keep your employees informed Communication is key. This sounds like a no-brainer, but it is surprising how little internal communication there is in some companies. As ambassadors of your brand, an informed employee is one of your strongest assets. 3) Let your employees know you appreciate them and the work they do Employees are happier when they feel their work is appreciated. Without them, your company could not exist and be successful. Let them know you appreciate their hard work. Happy employees will gladly sing praises. Markets are dominated by conversations that are happening all the time. Today's technology provides numerous platforms for conversation. Your employees are an influential voice in these conversations-they are your strongest brand ambassadors, and it is important to treat them as such. Victor Mataraso, M.B.A. is the founder and president of Reliable Receptionist, a personalized, off-site telephone reception service. Based in the East San Francisco Bay Area city of Walnut Creek, CA, Reliable Receptionist specializes in helping small to mid-sized company convert callers to clients. He can be reached at (925) 627-4200 or at www.ReliableReceptionist.com.