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Influencers and their Content Force

Before online influencer marketing became a major thing (and way before it was legitimized as a structured technique or a lucrative career path), it was known as word-of-mouth marketing.

As a kid, I learned about the concept by way of a popular commercial for Faberge Organics, in which a smiling Heather Locklear shared her secret for bouncy hair with two friends, who in turn told two friends, and so on, and so on …

The bottom line is if you want today’s social tastemakers to amplify your content’s reach and influence, keep the following considerations and cautions in mind. And since a lot has happened since we originally posted this article, I’ve added some fresh tips and inspirations to guide your efforts.

Speak your influencer truth to stakeholders

Influencer marketing relies on securing independent promoters who are responsible for their interactions for better or worse. You may have to do a little legwork to convince your content stakeholders to support a promotional technique not fully under your brand’s control.

Exercise caution to avoid common traps

Though you want to accentuate the positive benefits influencer marketing can deliver, be prepared to discuss some of the technique’s rules and restrictions, and be realistic in its potential pitfalls, such as:

• Data privacy

• Disclosure requirements

• Fraud

Ultimately, though, it’s up to the brands to pursue influencers with integrity and authenticity so you can grow your audience of followers, not your marketing spends and legal fees.

Include your influencer program in your social media plan

Regardless of who you recruit to influence your audience, you want to ensure their efforts align with your overarching social media content plan and they are given the tools to succeed. Before you begin the collaboration, here are a few strategic to-do items to check off your list:

• Make sure your influencers’ top channels are ones that your business has built a compelling use case for.
• Provide your company’s social media guidelines and style guides, so they are aware of which conversations are appropriate and which topics and issues to avoid.
• Outline the impact evaluation process, including the performance benchmarks and tracking tactics, especially if compensation is tied to hitting traffic/engagement milestones.