Social Media Influencer …the Effect of Digital Relationships on Businesses (2)

August 11, 2017
Source: Daniel Adjei |
Social Media Influencer  …the Effect of Digital Relationships on Businesses (2)

Being “digital” is not just about marketing initiatives, one-off social media campaign or big data project. It is about using technology to develop a more interactive and relevant customer experience, and a more responsive and internally-aligned organization for the long haul. Therefore, for any digital strategy to be successful, it has to be deeply embedded in the organization’s overarching strategy and across departments. If you run a business today, you cannot escape the good and bad effects that come from the widespread use of digital technology. This expanding use of digital technology, such as software, the Internet, e-mail and the World Wide Web, in the operation of your business has affected your contractual relationships with your customers, suppliers, employees and independent contractors.

Last week we discussed what is a social media influencer, how to incorporate influencer marketing in your social media strategy, how to find the right social media influencer for your campaign and who are you trying to influence. We continue the same from the discussion as per Christina Newberry views on the discussion with the following:

Who do your customers, prospects, and community trust?

For marketers, the key requirement for true influence is trust. Your audience must trust and respect the opinion of the influencers you partner with. Without the trust component, any lift in results will be superficial and you’ll struggle to see a tangible business impact from your efforts.

Working from a clear idea of exactly who you’re trying to influence, take the extra step to find key opinion and thought leaders whom your audience already looks to as sources of meaningful information. These people are already influencers—and partnerships with them can drive real impact.

Keep in mind that your audience demographics play a major role in determining which influencers will be the most trusted in your marketplace. Data from Twitter shows that people aged 45 and up view more traditional household name celebrities as preferred influencers, while millennials prefer digital content creators.

Targeting that millennial market, Contiki has been using influencer marketing for five years through its #RoadTrip series, hosting groups of YouTube stars as they follow Contiki itineraries around the world.

Influencer marketing best practices

Influencers are becoming increasingly important in the social media world, and they expect to be recognized for the value they bring to your brand. Here are some key ways to ensure you build influencer relationships that are beneficial over the long term.

Reach out slowly

Once you identify a social media influencer you want to engage with, start the connection process by reaching out through content they are already sharing, and conversations they are already starting or leading. Twitter chats are a great way to do this. If you know your potential social media influencer is hosting a Twitter chat, be sure to mark the date and participate. If they have a blog, comment on their blog posts to show that you are actually reading their content.

Once you’ve begun to build rapport, the relationship can bloom into a mutually beneficial one. On that note…

Create mutual value

As a marketer, you’re probably focused on the value that influencers can provide to your brand, not the other way around. But to create a meaningful and lasting relationship, influencers must also derive value from partnering with your brand—and not just in the form of cold, hard cash (although that always helps).

“Value” doesn’t only mean financial compensation; it simply means that the perceived benefit of the partnership is equally important to both you and the influencer. It could involve a content swap, an introduction to a unique community, or some kind of swag or product placement, but always keep in mind that mutual value will be the key driver of long-term influencer relationships.

Go for a consistent look, feel, and tone

When choosing an influencer, in addition to finding a fit for your niche market, you need to find someone who’s producing content with a similar look and feel to your own, and whose tone is appropriate for the way you want to present your brand to potential customers. This will make it much easier for the brand and the influencer to share, swap, and collaborate without creating a disjointed feel in either party’s social media posts.

A social media influencer who has worked hard to build a following will not accept a deal that makes their own personal brand seem inconsistent. And allowing the influencer creative freedom is much easier when you know that their content will gel with your own. Combining your efforts creates the best results—data from Twitter shows that exposure to a brand Tweet creates a 2.7 times lift in purchase intent, but exposure to both a brand Tweet and an influencer Tweet more than doubles that lift to 5.2 times.

Measure the results

Social media influencers should be able to provide analytics and detailed reports on the reach of their posts, but remember that you’re also looking to track engagement. This can be tricky, with 47 percent of respondents to a recent survey saying that proving the value of their influencer marketing campaigns is their biggest measurement challenge. Hootsuite allows you to measure campaign success by tracking mentions of the brand or campaign hashtags with social listening streams.

Remember that influencer marketing is one of the hottest online marketing trends right now, but you still need to do your research, ensure your efforts align with your overall marketing strategy, and test and track your results to improve performance, just as you would with any other marketing tool.

Magdalena Urbaniak advises in order to become a business social media influencer, the following ten step strategies based on experience and observations that might help:

  1. Find your niche.Something you’re really interested in and you’re able to tell people something new, fresh and/ extraordinary. Be an expert here.
  2. Now pick two, three, or four (maximum)social media channels that you’ll cover. Are you good with videos or are you more written content-oriented? Think about the type of content you want and are able to create and publish. More Facebook (various of types of media)? Instagram (mainly pictures)? or YouTube (the most challenging but most promising if you feel you’re good at it)?
  3. Create a content strategy.What are your constant information priorities. Why will people be eager to follow you? It must have a value.
  4. Once you have a planfor two or three months out, prepare it and start publishing!
  5. Do it constantly.Your content must attract people; make it considered and consistent. You know what message you want to pass along, so stick to it all the time, but also look for something new at the same time!
  6. Contact other people and brandsin your industry. Talk, exchange likes, comments, maybe ideas? Be noted.
  7. Build your community.Invite new people. Go to forums, groups, fan pages, etc. linked to your industry.
  8. Promote yourself.I’m not talking about bragging. The good content always defends itself; you just need to guide the audience to it. Share your content everywhere where it might seem interesting.
  9. Provide value. Always.
  • .Grow and draw attentionto your work. Then to yourself as the author of it. Unless your plan is to become a celebrity, then you can forget all the previous points. Just stay and shine, the power is yours.


The writer | Management Consultant | Spint Consult Limited | |