Millions of dollars are spent on planning and executing social media marketing plans to convince individuals to buy a specific brand of product. From content strategies to contests, organizations allocate budgets to engage individuals with the hopes of them spreading the “good word” about the brand. These individuals may be influencers that have their own platforms to share their positive opinions which can go a long way in efficient viral marketing that can be quantified. On the other hand, if influencers have a negative experience with a product or brand, organizations’ damage control process maybe too late once comments are posted on blogs, Twitter and or a Facebook Page.
A recent experience with a company has led me to think about how companies can better deal with influencers on social networks. As a blogger, I believe that there are some tips to follow when influencers are available to talk about a product or service. Here are three tips to keep in mind.
1. Do Not Keep Influencers Waiting
This tip is especially relevant when influencers are reaching out to you via social media. This can be in the form of a question on Twitter or Facebook. A very quick response should be sent regarding the inquiry. Having influencers wait days or weeks for an answer is a risk not worth taking due to the fact that influencers can simply forget about you and the reason why they are willing to engage with you. In addition, it does not reflect well on an organization especially; when it comes to customer service.
2. Make Life Easy For Influencers
Influencers hate to be inconvenienced. If influencers are willing to do a book or product review, make life easy for them. Putting up barriers and hoops to go over and through is not wise. Telling “thought-leaders” that they will need to talk to an assistant to an assistant to a public relation or customer service manager is a big turn off when it comes to getting the product or book into people’s hands. When dealing with influencers, it would be wise to have a process where influencers are treated as premium customers or clients.
3. Do Not Put Time Restrictions On Influencers
This tip is important to companies which have an online product and depend on product reviews to drive interest. In order for a reviewer (influencer) to do a proper evaluation, they require enough time to assess the product. Setting a tight timeline in which the influencer will have to engage with the product is a definite faux pas. Although companies have the right to ensure that access privilege are not abuse by individuals, it is important to bear in mind that influencers (especially bloggers) need time to make an informed opinion and write engaging content for their audience.
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