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They’re not chatbots - the replies are too specific and organic in some of the tweets I read. I’m guessing Amazon told these workers that someone would convey their general sentiments on their behalf. That or this is satire, I hope.
Also, in case there is confusion with the term "ambassador", from my understanding this is mostly an internal title for associates who lead some training sessions for new hires. It doesn't come with any pay or benefit increases, it's just a nice thing to do if you like training new hires and want an occasional break from your normal duties. These aren't really meant to be outward facing brand ambassadors, at least that's been my understanding.
Disclosure: I work at an Amazon warehouse.
This is standard social media PR - fail to see what the issue is. Brand ambassadors that promote the business have been common for a very long time. Nothing to see here.
I'm not even disturbed. I'm just very puzzled that there are people who would think these messages were anything but pure PR propaganda. It's so blatantly obvious to me. ...and it might just be my unfamiliarity, but "FC Ambassador" just reminds me of football more than anything else. That part of their branding isn't working, if they're trying to get into the minds of people who aren't familiar with the company.
1. Care about tweeting about their company.
2. Talk like that.
However, I think this could be real if:
1. Amazon has some incentive program that basically allows workers to take on a "marketing assignment" for some sort of bonus. If so, how is this different than contriving good reviews about your restaurant on Yelp?
2. Amazon has developed or is paying for third party software that lets their PR people quickly manage and create activity on multiple Twitter accounts from a central interface.
I don't think the ground workers at Amazon: 1. Care about tweeting about their company. 2. Talk like that. However, I think this could be real if: 1. Amazon has some incentive program that basically allows workers to take on a "marketing assignment" for some sort of bonus. If so, how is this different than contriving good reviews about your restaurant on Yelp? 2. Amazon has developed or is paying for third party soft…
I feel the same way. I know a lot of warehouse associates are active on some of the Amazon Instagram pages, but that's mostly just silly pictures and activities. I don't think anyone would post such detailed responses on their own when they aren't being paid.
Well that's not creepy at all. Tweets read like they're written by a PR agency. Never known a near-minimum-wage warehouse worker who answers tweets with turns of phrase like "On the contrary..."
How could any professional in this day and age think that this could possibly work?
Just the bio alone seems to give it away:
https://twitter.com/fc_ambassador/with_replies
Maybe only this one is satire? Hard to tell which level of galaxy brain this is.
I don't think the ground workers at Amazon: 1. Care about tweeting about their company. 2. Talk like that. However, I think this could be real if: 1. Amazon has some incentive program that basically allows workers to take on a "marketing assignment" for some sort of bonus. If so, how is this different than contriving good reviews about your restaurant on Yelp? 2. Amazon has developed or is paying for third party soft…
I haven't heard of any such program, but if it existed, I guarantee Amazon wouldn't offer a bonus for it.