Organisations are increasingly challenged by influencers on the social web.
Nobodies of the past are today’s new somebodies, demanding the attention of brands and their communicators. These tips should enable even the wariest company to confidently pick and choose the right smartphone-wielding influencer for their brand.
1. Incorporate employees to your influencer strategy
Many of your employees will be active in social media and could be a great asset to your influencer strategy. Identify your employees by subject expertise and who lead conversations in communities that are important to you. Talk with them about how you could work together. For example, you can use employee advocacy platforms such as Smarp to help your employees become influencers.
2. Identify different types of influencers
Social media influencer is a vast concept, and it includes bloggers, opinion leaders, journalists and micro-influencers. Tracker.com has identified no less than 10 types of influencers. It is a good idea to incorporate different types of influencers into your strategy, but keep in mind that you should take a tailor-made approach to each group.
3. It’s all about love
Actively follow influencers before you engage with them. Identify influencers who match your brand values, who influence your target market and who show passion to your industry. The more that the influencer loves your product or industry, the easier it will be for him or her to promote it. Also keep in mind that it is not just about figures like numbers of followers but also about the engagement rate and quality of content.
4. Set goals and measure
Before you enter any deal, clearly lay out your goals so you know how to measure success. A smart campaign will create more engagement for your brand and make it more exciting. One important goal is to keep your influencer excited about your brand. However, when cooperating with bloggers, draw up a contract with clear deliverables, so both sides know their responsibilities. And be ready to compensate them for a job well done.
5. Aim for influence, not control
Don’t expect influencers to solely share your product info. Let them work their magic. They know how to influence their audiences with stories, experiences and anecdotes. Remember to share those stories internally within your organisation and promote posts by your influencers on your own social media channels.