Social media has worked its way to the center of the marketing universe and its 2 billion and growing members guarantee that it will stay there for the foreseeable future. Social media networks like Facebook, Twitter and Instagram are jammed with members happy to participate in the social media mix and who can’t get enough of the environment.
At the center of the social media tornado, are the people who social media members look to for guidance and to tell them what is cool. This group of influencers may be traditional celebrities or someone who has grown to prominence within the online social media world. In either case, they wield lots of power and can often sway opinions and ideas of their social media followers.
Organizations will usually try many different ways to build social media followers, from renting followers on Facebook to trying to buy Instagram followers, before finally realizing that it is easier to create a business relationship with someone who already has a huge social media following.
It is then that they typically look to utilize influencers in order to attract and ingratiate social media members to their products, services and brands. They are a special group and working with them can be a unique and interesting endeavor. Here is how to make it a beneficial experience for your company.
Take their Influencer Status Seriously
Many influencers have no other talent than being able to attract online audiences and when you examine them closely it can be hard to find what is makes them so popular. This is a byproduct of the times where many people have become famous because of their personalities rather than their skills. In any case, what is important is that their celebrity within the target demo they appeal to is real. And because of this your company needs to treat them as worthy of the same type of respect you might accord a Hollywood actor or top sports star. As long as they are professional and do what they promise, everyone should be businesslike and professional. This is a particularly important point because a demeanor of disrespect could have them communicate negative feedback to their followers about you and before you know it you may have a viral nightmare on your hands.
Collaboration is a Good Approach
To be successful when utilizing influencers you should seek to create a collaborative scenario with the influencer. The influencer will understand immediately what you want, and if you take time to understand what the influencer would like to get accomplished, and you can find a way to make your campaign satisfy both your needs, the relationship can be a deeper and meaningful one. So when looking to engage an influencer, find out what projects and short term goals the influencer has and see if there is some commonality. It could open up discussions that lead to much more than a typical brand / influencer relationship and provide additional benefits for your company.
Let Your Creativity Flow
Influencers are typically popular because they are laid back and casual. They have an informal relationship with their followers allowing them to go in all sorts of directions without threatening the relationship. This gives you lots of latitude about the types of marketing you can do, so you can take some chances here and in fact you should because if you do, you might really be rewarded by the influencer’s audience for being cool.