PR pros know they should work with social media influencers, but where should they find them?
How should they go about creating the right program, pitching targeted social media stars, and lead a successful program?
Today’s consumer no longer puts much stock into paid advertising. Less than 10 percent base buying decisions on company-sponsored ads.
They do, however, pay attention. The PR pro’s job is to find the social media influencers that their consumers pay attention to and create the right program that makes everyone happy.
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Here are some rules for building your relationship with industry influencers, no matter how big their following:
1. Don’t try to control your social media influencers.
Dictating what your social media influencers say and do is mistake number one. They’ve built their communities by being transparent and authentic and engaging.
You definitely want to harness that—and it’s understandable that you want certain messages in things. However, requiring them to say things exactly as you would? To try to control what they say and do?
That won’t work.
2. Don’t focus solely on big industry names.
Once you get comfortable with the idea that you can’t control your work with social media influencers (just like you can’t control your work with journalists), you can get to work.
The first task is to define the social media influencers in your industry. One of the biggest mistakes people make at this stage is going after the big name social media influencers who have lots of fans and followers. Sure, those people may have a ton of influence, but they also may be expensive, or too busy, or have a conflict.
That shouldn’t prevent you from asking them, but you also want to cast a wider net.
3. Do your research—and customize.
You can use Buzzsumo to create lists for your influencer marketing efforts. You can also use a tool such as Traackr to identify those who are credible within your specific market.
Figure out who has a rapport with industry leaders and target those people. They might only have a few hundred followers or readers, but they also are close to the people who have large followings. That’s your sweet spot—and the reason your customers will pay attention to their insights and shares.
However, these influencers won’t be as open to pitches. Most social media influencers have their own criteria for promoting products and services. Rather than trying to crack the code, analyze what they’ve been sharing in the last 90 days.
- How does that fit with your brand?
- What is the consistent thread—and does that fit what you want to do?
- How much influence do they have among their readers/followers?
- If you look them up in Buzzsumo, how much engagement do they have?
- Are they stronger on one platform than another?
Getting answers to these questions over 90 days will help you determine if they’re a great fit for your brand.
If they’re already talking about you, that’s an added benefit—so look for those who already use your product or service.
4. Make a good first impression.
Once you have your research, you can customize a program or opportunity that will fit an influencer’s interests.
What’s the best way to make contact?
- What are their pursuits?
- What conferences do they attend?
- Who have they written about lately?
- What’s their latest rant or rave been about?
Most social media influencers welcome calls and opportunities to connect. It’s how they’ve built their reputation and their ability to provide their insights.
Remember, a social media influencer program is long-game strategy. However, the pay-off lasts longer, so it’s worth all the hard work.
Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. A version of this article originally appeared on the Spin Sucks blog.
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