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. If you follow them, your employees will be your strongest ambassadors.

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. Not only should your employees understand the requirements of their job, but they should understand the larger purpose of your company. Imagine an employee that knew little about their company. The employee would not be able to answer to address many of the simple questions the audience may be asking, casting a negative shadow on both the company and employee. 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. Implement an incentive that encourages them to take ownership of their work. A simple bonus program based on performance can go a long way toward helping them feel rewarded for their efforts.

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.