Core Insights - The article discusses the increasing trend of entrepreneurs becoming brand ambassadors through social media, enhancing brand recognition and user engagement [1][22] - It highlights the dual value of entrepreneurs' presence on social media: fostering closer connections with users and building a loyal fan base [8][19] Group 1: Entrepreneurial Engagement - Entrepreneurs can bridge the gap between brands and users, acting as "chief customer service officers" to listen to feedback and improve user experience [1][7] - A notable example is Haier's CEO Zhou Yunjie, who engaged with users on social media, responding to calls for a "lazy washing machine" and successfully launching the product within ten days [5][9] - This direct interaction transforms social media into a platform for user participation, enhancing brand visibility and user involvement [7][9] Group 2: Fan Economy - The presence of entrepreneurs on social media helps accumulate a loyal fan base, with Zhou Yunjie gaining over 750,000 followers in just two months [8] - Established entrepreneurs like Lei Jun and Yu Chengdong have millions of followers, often surpassing official brand accounts, which enhances brand warmth and visibility [8][9] - The strong fan culture around brands like Xiaomi and Huawei leads to significant economic value and brand loyalty [9][21] Group 3: Effective Communication - Entrepreneurs can effectively convey complex product parameters by sharing personal experiences, making technical details more relatable [10][13] - For instance, NIO's CEO Li Bin conducted a live test of his vehicle's safety features, which significantly boosted user trust in the product [10][13] Group 4: Multi-Dimensional Brand Representation - Brands are increasingly adopting a multi-layered approach by having various executives engage on social media, each targeting different user segments [14][16] - This strategy enhances communication efficiency and allows brands to address diverse consumer needs, improving overall brand perception [18][22] Group 5: Emotional Branding - The article emphasizes the importance of personal branding for entrepreneurs, as it humanizes the brand and fosters emotional connections with consumers [19][21] - Successful examples include Liu Qiangdong of JD.com, whose personal involvement in delivery services created a relatable brand image [19][21] Group 6: Challenges of Public Engagement - While there are benefits to entrepreneurs engaging publicly, there are also risks, such as the potential for focus to shift from the brand to the individual [22][23] - Brands must ensure that the personal brand of the entrepreneur aligns with the overall brand values to maintain coherence and avoid emotional polarization among fans [22][23]