One thing you may have seen over and over again in the social media field is the rise of influencer use in campaigns and the integration of influencer marketing within the field.
I have done some research into social media influencers, so I was interested in seeing the latest social media post and report from Cision on their top 50 influencers on Twitter. While I think this is a good list- there are definitely some professionals who are listed here I agree with, and then there are others that I would not consider here based on some of their social media practices.
We are seeing this HUGE move towards investing in influencers to get connected with our intended audiences. While some are appropriate for the audience selected, there are times where brands are using the number of followers as the only guide for selecting these individuals, and that’s a problem.
So, what are some of the ways you can detect “faux” influencers? This is not at all a new challenge or issue, but it is one as professors, educators, and professionals – we need to be aware of and have discussions about. Here are some of the things I see when it comes to individuals who are truly influential, and those who are not.
Don’ts in Social Media Influence
Buying followers: This is a MAJOR pet peeve of mine. I have a pretty big issue with this. Like athletes, there are those who do the work to build relationships and networks, and then there are those that cheat. Buying followers is cheating in my opinion. How can you tell if someone has bought their followers? Well, Andrew wrote a great post on this from a brand’s standpoint and here’s another one looking at individuals doing this. However, you see it all of the time, and it is quite easy to figure out.
Wanting fame rather than influence: I think this post on Problogger clarifies these two concepts very well. A lot of times, these individuals are invited to speak at high profile events and conferences – and there are some that spend time networking and meeting everyone. Others on the flip side come and go, make sure they get their appropriate pictures, and won’t talk to anyone with less than 10k followers. I’ve been to several conferences where this happens – and it’s amazing to see the difference between how they present themselves online versus offline. Actions in this case speak louder than words.
Talk about relationships, but not following through: I would consider myself active on social media, and relationships are at the core of the foundation for what makes social media “social.” I am amazed to hear some of the things some of the influencers say about the importance of relationships in their blog posts, talks, etc – but they do not follow through. If yu want to look at someone who truly EMBODIES relationships and their social network, you need to check out Ted Rubin. He’s the real deal, and if we had more influencers like him, the better off we would be.
Show me the $$$: I understand we all have to make a living, but some of the prices that are coming out for having an influencer be part of a campaign are shocking. This also aligns with their white papers, tutorials, and seminars. Here’s a secret – most of the content that is being presented as “exclusive content” is already out there to use and implement.
Stopping short and focusing on soundbites: Quick tweets are one thing, but there are times where I have seen individuals share a point on Twitter and I ask myself – and??!! What’s next? What is the next step? Of course, this refers back the point above. You want to ask these questions and I can tell you from being in the classroom, students always ask questions and want further explanation for what they need to know in the workplace.
Totally guilty of FOMO: Influencers are very guilty of this. One day it is one platform and another the next. You need to experiment on platforms of course, but you should not be having the mentality of – OH! You go to go on this platform because I am on it with this new show/sponsorship package deal that may or may not be relevant for everyone.
Personal branding is good…but it has to be real: I am a huge supporter of having a personal brand, but there are some influencers that are so motivated to be unique, different, or try to act like a teenager, they are over the top to the point where you have to put them on mute from your social media streams.
Dos in Social Media Influence
Truly investing in relationships: You never know who you will meet on social media, and it is good to engage in conversations and strike up a conversation that’s relevant, engaging, and helpful for others. Students and young professionals are gems to work with – and this is a HUGE thing you do not hear about from influencers. Who are THEY mentoring to be the next generation of professionals? Make the exchange of the relationship mutually beneficial for both parties.
Pay it forward to your community: We are all in the same community, and it is key for all of us to share and help build the knowledge base. Share relevant articles you think people would find interesting (not all of your information- there has to be a mix!), get to know your community and make sure to provide them with feedback as well. Take the time to mentor and help young professionals with networking opportunities. Do I see influencers do this? Not often enough in my view. This has to change.
Back your influence up from an integrated perspective: Numbers, followers, and testimonials are just a few ways influencers showcase their presence online. But what about long term impacts? Networks and presence in the community? Testimonials of the relationships showcasing true influence?
Go BEYOND the conversation and talking points: Yes, we all have to have tweetable mentions, scheduled images with branding/quotes/hashtags and a headshot, and soundbites when we are presenting, but when we are not – this is an opportunity for us to extend the conversation. When we talk about influence for example – how do we research this exactly? What are some of the underlying applications and challenges we can address and implement in and of the classroom and in practice? What are the challenges and best practices we need to be aware of exactly? Is there a lifecycle for influence?
Evaluating and investing in platforms w/o the fear of FOMO: True influencers know that platforms change and evolve. They may go away, but they are just part of the connection you have with a community. It’s about understanding your audience and going to where they are having the conversation but understanding the bigger picture here. Also, you don’t have to be on every single platform – there are just some that may not be in your deck of cards.
Personal branding is all about being natural: Be you – that’s what people are looking for! Don’t try to be someone you are not and engage with topics, areas, and interests you are passionate about. That’s what makes you unique, not having a fake persona that doesn’t feel authentic. You can still showcase your personal brand the way you want to – but you always want to ask yourself – how am I presenting myself? How do my actions speak to my personal brand? What makes me truly unique compared to others?
I am not saying that all influencers fit into these categories. There are many who I absolutely respect, admire, and am grateful for their friendship and support. So many to choose from, but off the top of my head, I’d say those that have impressed me a lot with their influence on social media includes Stephen Waddington, Deirdre Breakenridge, Ted Rubin, Lee Odden, Gini Dietrich, Jessica Smith, Michael Brito, Chris Kerns, Jason Falls, and many more. If you want to look at true influencers, check out these individuals.
Again, this is just my perspective, but they are individuals who walk, write, tweet, and talk the talk of true influence.
Hope you all are having a great day!
Best Wishes,
