Influencer marketing has become such a key component in social media campaigns. Influencers are driving action from other key audiences for brands, initiatives, and even cause related campaigns. Creators and influencers are becoming more mainstream as brands integrate them into their campaign efforts.
With that being said, Arik Hanson wrote a good post on some of the things we as social media professionals (and professors) need to be aware of when it comes to influencer marketing. These individuals are getting paid a lot (really!) for their efforts on social media. 60 minutes ran a segment that showcased some of these trends among influencers to provide a view into the world of a social media influencer.
This is not something that came out of thin air or overnight. Influencers on social media have been around for the last few years (actually did a study on them and got this article published in 2011). When you search online for “top social media influencers” – you get a lot of posts like “Top Marketing Professionals to Follow” or “Top Influencers and Brands.” Some professionals are listed consistently across the board on these lists and are asked to be keynote speakers at various conferences.
Yet, are we seeing a time where influencers are not going to be as relevant or effective for brands and campaigns? Is our focus on social media influencers transforming them into social media distractors?
The answer to both of these questions is not that simple to ask. I feel the influencers who truly embrace their true identity and don’t let their success go to their head are going to be okay. However, I do feel there are some professionals out there who are competing some faux pas while not looking at the long term game.
Why do I say this? We are seeing more brands NOT go directly to the influencers in the field for their campaign initiatives. One company that did this recently was Snapchat with their Spectacles. We are seeing some great ways in which brands have really been able to tap into these new glasses to create awesome content.
However, technology influencers still were able to get their hands on the device like Robert Scoble, who was able to still get a pair and took a similar picture like the one he did with Google Glass several years ago. Instead of possibly taking a step out of the spotlight, you have a technology influencer interject themselves into a conversation and distract the spotlight away from the brand.
As mentioned earlier, some influencers are not thinking about the long term game. So, what are some faux pas for a social media influencer? Here are some of them I have noticed over the years:
- Not representing your true brand. It’s very easy to send out a snap or tweet behind the screen of your phone or computer, but you have to be true and authentic offline as well. There are many influencers who are great online, but when you meet them – you question which persona is real. My grandfather had a motto he would say all the time: One set of manners. You want to be yourself consistently online and offline.
- Underestimating your audience: You never know where you are going to meet next and who can be someone you want to meet or have in your back corner in the future. For example, when I am looking at influencers out in social media, many of them have their blogs and books to promote. As a professor, I have had my own experience with influencers in social media. Some are great and value what I have to say as a professor, but then there are a few who do not. I think professors today have a lot of influence and power for these influencers to note. I can either advocate or recommend these blogs, channels, and books to my students and fellow professors, or not. All the books and blogs I put forth with my recommendation for my students has a strong reason and rationale for them. There are some influencers I have not listed or recommended because of actions they have taken online or done to friends of mine. In essence, actions speak louder than words and relationships matter.
- Influencers are not just in marketing or in practice. There are a lot of assumptions being made when it comes to social media influencers. These individuals can come from all areas, but we see mostly those who are in certain spots or industries being highlighted.
- Influence metrics shouldn’t be looked at a “vanity” standpoint. This is something I had a chance to work on specifically last summer during my Plank Center Fellowship with GM – coming up with a set guideline of metrics to determine how to evaluate influencers for campaigns. We have to look beyond vanity metrics on social media – instead, looking at quality of interactions, exchanges, behavioral actions, voice, community and relationships to name a few items. There are certain social cues we do look for these individuals (ex. verified on Facebook and Twitter, website and speaking pages, previous features for campaigns, etc). We still have work to do in this area and I think it is important to continue this dialogue a bit more. However, we have companies like Traackr and Julius that are able to provide insights into influencer marketing based on data and strategy, which is good to see here.
- Trying to take over the spotlight for your personal brand. I tell my students all the time you want to make sure to be aware of the current environment and be able to read a situation. There is a time and place to promote and engage with audiences – you don’t always have to be “on” or connected 24/7 with your personal brand. Provide meaningful interactions and exchanges with audiences.
- Not giving you the time to “pick your brain.” This article was shared numerous times among several people I am connected with online. Yes, we all need to make a living and are busy people, but at the same time, you never know the possibilities that could arise from these “coffee meetings.” Plus, this is what I do each and every day as a professor. Do I get paid? No. Have I received opportunities from these meetings? Most of the time. You have to be generous with your time because every interaction and meeting contributes to your personal brand.
- Letting the ego give way: I am all about personal branding, but there is a line to being too invested in your personal brand. I heard a well known speaker give a talk a few weeks ago and said he had to make sure his outfit coordinated with his slidedeck and content he was sharing.
While I think influencer marketing is a dominant presence in PR and social media campaigns, I do think there are some challenges facing a lot of these individuals and brands today. As they become more dominant in society, it will be necessary for influencers to make sure they are not becoming too distracting for the community in question. Once they become a distraction, people will ignore them and the brands they represent.
I’d be interested in hearing what you think about this. Let me know! Hope you all are having a great day.
Best Wishes,
