Sep 8 Posted 2 years ago
Will, I wil lstart by echoing the other comments - great article.
My comment is an opinion on the influence score and the "klout" some give to it. I think it is more important to look at the score from a ballpark view rather than an individual play. For example, Joe's score is 54 and Sue's is 57. Does that mean that she should get the "Social Media Job" over Joe? I don't think so. HOWEVER....if Sue's score is 57 and Joe's is 14....well, you get my point.
Sep 6 Posted 2 years ago
Social Influencers allow for superior methods of social advertising. When you are advertising through an influential social media account, you can be much more creative and dynamic with your presentation. A lot of brands are starting to seek out social influencers, whether they are celebrities or accounts that just have accumulated lots of followers.
Let's face it, users don't like to interact with ads, and Twitter/Facebook both prominently display that each sponsored post or tweet is an ad. Influencer advocacy lets you draw far more user interaction. Granted FTC disclosure is still required, but certain strategies allow for much better location and implementation of disclosure in richer media forms.
Sep 6 Posted 2 years ago
Will, great article.
If your first move as a brand is to one of these sites to find influencers, you are shooting in the dark. From doing influencer marketing for top brands for almost 8 years, I can tell you there are no short cuts to finding influencers that matter.
Since influencer identification is critical to the success of any social campaign, less time and effort spent here, always produces in less results and ROI in the end.
To be successful when selecting influencers, keep these things in mind:
- You should be trying to build real relationships with the core influencers that matter to your brand
- More is not always better in terms of reach or number of influencers
- Influencer marketing is a long term strategy to build brand evangelists
Then, brands need to do the hard work of evaluating who really influences their market:
- Identifying where customers go online
- Seeing who drives traffic, comments, content
- Selecting bloggers and other influencers that have sway with other influencers
This is not intern work (they can collect the initial data only). Seasoned social managers or agencies need to do this and I have not found any automated system that comes close to getting great results as you point out.
In most cases, the automated systems act as a crutch and give you a false sense of accomplishment. To be successful, brands need to build real, long-term relationships with bloggers and influencers to make every outreach and campaign greater than the sum of it parts. Otherwise, you are not getting the real benefits or ROI from social media or influencer marketing.
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