We have seen influencers being integrated and used across the board with various campaigns for brands, cause related marketing initiatives, and also sponsored content coming across on social media. We have seen many posts discussing the rise of influencer marketing and what the difference really is between an advocate and influencer. Stephen Waddington (@wadds) discusses how influence and engaging with influencers through online and in person conversations has become a key part of public relations today.
This was the focus of my very first published research article (back in 2011), where we explored the personality characteristics of four key social media influencers (SMIs) using a research method called the Q-sort.
To this day, this has been one of my favorite projects to work on. Not only did it help contribute to the PR body of literature on this topic, it is still being referenced and used in other articles on the topic, which is pretty exciting.
However, recent articles (like this one from Digiday) has raised the question about what influencers on social media actually do for brands, how much they are being paid to promote and share their content, and what are some of the things the public really doesn’t see in the limelight when it comes to influencers. This also includes some of the challenges both parties (influencers and brands) have at the moment. Some are saying influencers are getting “too greedy” with their payment and need to create better content that is more authentic for key audiences.
While some influencers may come and go, it is still important to look at the lifespan and sustainability of each individual person. We are seeing a lot of the same discussions related to influencers that we are having when it comes to social media metrics.
In many ways, brands and others are looking at influencers for their vanity metrics (ex. followers, likes, etc) instead of looking at 1) what have they done to change the behavior or attitudes of key audiences, 2) delivered on concrete and clear measurement objectives and 3) been successful in meeting their deliverables and spark a shift in perspectives and actions from key audiences.
In addition, it all comes down to being authentic and aligned with the key issues, brands, and campaigns and be with them not because you are getting paid, but because you believe the product, issue, and brand without the need for these huge compensations.
This has been a topic of conversation I’ve had with colleagues and fellow professionals working in the industry. Extra research (and discussion) is needed to explore not only the appropriate time and place for using influencers, but also to consider what type of influencer you want to engage with. From those who are famous for their position and place in society (ex. athletes, etc) to those who are known for specific platforms or subjects (ex. micro influencers), they all have a part in this process, but we have to be strategic in the relationship each of these individuals have with a brand or campaign.
Keep in mind, not all influencers are going to work for all brands, so there’s a science and an art to this collaborative effort for PR and social media professionals today to keep in mind. In many ways, we are all influential in our own circles and can make a difference, which is something to always keep in mind.
Plus, there are some influencers you will like and there will be others you may not really relate to. It’s always interesting to see who is really doing some amazing things and how they are sharing this with not only their respective communities, but really rewriting the way influencers can change the game.
If I had to recommend two people to follow on social media who really understand the influence game AND how to personalize their brand accordingly, I’d have to say Dwayne Johnson (aka @TheRock) and Gary Vaynerchuck. I follow both The Rock and Gary on various social media platforms, and both really get the power of each platform and how they can extend their influence. The Rock has set the standard for how to use social media from a celebrity standpoint (he does it all and his deal with UA is pretty awesome!) and Gary is very engaged and transparent when it comes to his platforms, especially on Snapchat.
In summary, I think influencers is still a key element for what we have to do in both public relations and social media. There can be a lot of opportunities and power associated with influencers and what they can do to shift the behavior and perspectives among key audiences. However, there are several keys to keep in mind before embracing influencers blindly. We have to have a systematic approach on how we evaluate influence and understand the lifespan some influencers have in the market. There are always going to be individuals who are strong in their influence and there will be others that will come and go. What we have to be aware of is the situation in which the influencer is in is not always the same.
Hope you all are having a great day!
Best Wishes,
