For some, working with influencers can feel like a no-brainer. Find folks with huge followings, get them to talk about your product or service in a positive way, and boom, instant results. But it’s not that easy.
You know influencers can be a powerful way to amplify your content and gain positive support, but how do you find the right ones? PR Council created this checklist for vetting the best influencers.
Influencer Program Best Practices
Content – is their content relevant to your client’s? Does the tone align with your brand? How often do they post? If there’s a mismatch here, you won’t be pleased with what the influencer posts and the audience they attract.
Audience – who is their audience, how big is it, and does the audience extend to other social media sites? Be very specific and strategic here. Your messaging presented to the wrong audience is like throwing money away. It’s okay to experiment with audience variations here, but do so in a reasonable way.
Reputation & Recognition – does the influencer have any special recognitions? Is their reputation positive overall? DO YOUR RESEARCH! We can stress this enough. When the influencer’s reputation is called into question, your brand’s reputation is immediately and irreparably pulled into the negative mix. Even if you’re ultimately able to clear your name, the internet is forever and it’s virtually impossible to erase the relationship you once had with the influencer.
Engagement – how engaged are their followers and how often do they engage? Don’t measure an influencer’s success by the number of followers he or she has, instead look at their reach. How many followers are interacting with posts by liking, commenting, or sharing? If that number is small, take it into heavy consideration. Working with an influencer isn’t just about exposing their network to your brand messaging. It’s equally about having that message spread throughout the followers’ networks. The reach will grow exponentially.
This is a great checklist which will ensure that your influencers are the best fit for supporting your content and amplifying your message to the right audience.
Have you worked with influencers? Share your experiences!