Strategic Communication is an elegant combination of art and science. It’s making sure that the ways you communicate are aligned with your overall business objectives. At Step In … Learn More...
It’s nearly the end of the year and many organizations are taking stock of how they did this year and making plans for next year. If you’re a social media manager for an organization, you should be doing the same. But what questions should you ask? What should you look at to gain insight into what’s working and what’s not working?
Social networks make changes all the time, so you need to continually look at your channels, evaluate results and make changes to stay ahead of the game.
Here are 10 questions you should be asking as you evaluate 2019 and begin to prepare for next year.
- How is my engagement on Facebook? Is it better or worse than it was at the beginning of the year? Should I trim the output on this channel?
- How are my posts doing on Instagram? Are they getting seen in the feed and getting lots of comments and likes? Am I overposting on this channel?>
- How are my Instagram stories doing? Are they getting seen more frequently or less frequently than my Instagram feed posts?
- How am I doing on Twitter? Can I see a difference now on RTs and likes compared to where I started earlier this year?
- Is LinkedIn a viable channel for my organization? How is it different? Did my content stick this year and what kinds of views, likes and comments did I get on my posts?
- If you’re on Pinterest, what is the standout pin of the year? Which boards are getting more traction? Can you see improvement over time?
- What types of content are the best performing content on each channel? Why?
- Are all my channels performing to set objectives? If not, what changes are indicated for next year?
- Should I launch a new channel or a new group in the coming year?
- How will I report on these successes and challenges? What metrics will help me explain success to my leadership?
Answering these ten questions will help you start evaluating your social channel performance this year. What other questions are you asking about your social media ecosystem this year?
Disclosure is the hottest topic in social and digital media and is the least understood by brands AND by influencers.
Full Disclosure: I am not a lawyer and am not offering legal advice. Anyone who has questions about disclosure and how the law applies to them, should consult a licensed attorney.
Now that’s out of the way. (See what I did there!)
So, what is disclosure? By definition, it’s identifying or exposing an act or instance of something. In today’s social media environment, its theoretical underpinning is this: to help social media users identify and separate organic posts, stories or videos from posts, stories or videos for which compensation has been given. But it’s not just about compensation. The law covers material relationships which include gift cards and discounts. It also covers family and business relationships too.
In practice, the term “Wild West” doesn’t even begin to describe how it’s really being used.
What is the Law?
The “law” comes from the Federal Trade Communication and has been revised several times, as social media has grown and changed. The most recent update was September, 2017. Their website features a set of Endorsement Guides which give examples for a wide range of situations including payments, contests and soliciting product reviews.
You should bookmark this link FOREVER.
In case that feels like a bit too much to digest, the Truth In Advertising organization has distilled it to a set of bulleted lists that explain what they call the “material connection” and offers suggestions on how to comply with the law.
Disclosure for Agencies and Brand Representatives
Full Disclosure-AGAIN: I am not a lawyer and am not offering legal advice. Anyone who has questions about disclosure should consult a licensed attorney.
As a communicator, I am extremely motivated to follow the law. So I counsel my clients to do the same. But every day, my team and I see examples that are clearly paid engagements that lack the necessary disclosure.
- Facebook and Twitter posts that feature a company that the poster clearly represents with no disclosure.
- Agency comments on an Instagram post where there is clearly a client relationship and no disclosure.
- Sending products or services to influencers to use/share/discuss and telling them – don’t bother to thank us or mention we gifted this to you.
Disclosure for Influencers
If you accepted something, you need to disclose it. It’s that simple. Familiarize yourself with the guidelines and start to implement them on your next brand activation.
And you need to make sure that the contracts you sign with brands contain disclosure requirements. We use disclosure language with a link to the FTC Guidelines in every influencer contract we manage.
Our team is hyper-aware about this topic. One of our team members participated in a course by a major Instagram influencer who is making significant income from paid engagements there. She was horrified to see a thread in the accompanying private group in which the group advised in a q/a that there is no need for disclosure when a brand “gifts” something to you. Others in the chat advised “it’s up to you if you share that it’s a gift or not.” And they even suggested that you should post something about the gift, then show the post results and pitch further business to the brand. Every single piece of advice in that thread violates the disclosure laws.
My team member was horrified.
Besides the complete ignorance about the law, the additional issue is that this group is selling their “expertise” to others who are following their advice, perpetuating bad habits and encouraging others to do the same.
Here are some examples of disclosure featuring influencers I know and have worked with regularly.
It’s not that hard.
“I see a lot of influencers use brand partner, hosted, or my personal favorite, “spon” to disclose the relationship with the brand, says Jill Robbins of Ripped Jeans and Bifocals. “My interpretation is that only “ad” or “sponsored” meet the FTC’s disclosure requirements.”
What if You Are Not Sure?
It’s anyone’s guess who the FTC might fine when disclosure isn’t obvious. The agency has been criticized for the guidelines being confusing and open to interpretation. Government agencies are often very measured in the actions they take to enforce laws and this law is no exception. Since the September 2017 guidelines have been released, they’ve sent 22 “educational” letters (which is the step prior to a warning letter) to celebrities, according to this story in the Morning Consult.
Just because you’re not a celebrity doesn’t mean you should ignore the law. Overcommunicating your relationships in social and digital posts is better than no disclosure at all.
I’m a community manager for Texas Travel Talk, a community of travel influencers. We work with brands to bring bloggers to Texas destinations and tell the destination story through blog posts and social media blitzes. These are paid relationships. We’re not perfect but we constantly review and revise our disclosure guidelines. For example, we used to put the disclosure about our financial arrangement with a destination at the bottom of each post, but because the requirement is for a disclosure to be up front and clearly noticeable, we’ve moved those on all blog posts to be right after the first paragraph and in bold font.
We also struggle as to the appropriate disclosure that we, as community managers, need to pursue. Since I’m not the actual influencer, I often use a more narrative disclosure like “So thrilled to be working with #client [insert name] or something like the tweet below.
If you’re not working with influencers or find disclosure necessary, I am willing to bet that you’re following someone on Instagram or Twitter who talks about products, restaurants and experiences. Are THEY getting paid to promote those things? Maybe it’s worth asking.
Just last week, The Truth in Advertisiing group (the same one we linked to earlier in this story) filed a complaint with the FTC against Ryan ToysReview You Tube channel managed by the parents of 8-year-old Ryan who is often cited as You Tube’s highest performer with 21 million followers. They argued that children under age 5, the primary target of this channel, could not possibly know the difference between paid and organic content there. Read the full story here on the Today show website.
If there’s one thing you can take away from this discussion on disclosure, there’s a lot at stake. So, let’s go out there and be law abiding social media users.
How have you struggled with disclosure?
Social media is a big part of getting the word out about your organization. You’ve spend considerable time and effort creating content and selecting the right images to get your message across. That makes it all the more important to know who your audience is, so you will know if your messages are getting to the right people.
Identify Your Desired Audience (if you haven’t already)
First you should identify your audience or target market. Who do you want to talk to, market to, educate, etc.? Write it down and keep it for reference!
Identify your Current Audience
Social media platforms have made it much easier to figure out who your fans and followers are. Let’s talk about Facebook and Instagram specifically. There are 3rd party tools that can help you understand your audience better, but using Facebook and Instagram directly is a quick and easy way to identify your audience.
If you have a business page, the “Insights” tab should be your best friend.
Go to “Insights” across the top of your home page, then click “People” on the left-hand side of your screen.
From here you can see information on your fans including gender, age, country and city.
If you have a business profile, you can find out everything from demographics to viewing habits of your current audience.
Go to your bio page, click the three lines in the upper right-hand corner and select “Insights”.
From here you can see insights on your content, activity and audience. Find out your top locations, age range and gender, plus when your fans are online by day and hour!
Speaking to your Current Audience
If your insights show your followers are your target – congratulations!!
If your insights show that your audience is not quite who you thought they were, you can make adjustments to include them.
Adjust Your Content to Reach your Desired Audience
If your current audience is not exactly who you thought it was that is ok, but you may need to adjust your content to make sure you are speaking to the fans you have in the best way possible.
Example: You are a health care provider targeting women 30-55 and mainly post content for women 40+. After reviewing your audience, you realize the majority of your followers are 25-35. Adjusting content to appeal to the audience you have is a good plan in this case. Most likely they are mothers with younger children – content that includes information on how to treat ear aches, healthy snack recipes and promoting services such as preschool TB tests or back to school physicals would help reach your audience more effectively.
There are some instances where despite who is currently on your channels you want to continue to talk to your intended audience to prevent confusion or a large change in tone or purpose. You don’t want to abandon your current audience completely, but make slow, incremental changes to start bringing in the demographic you desire.
Example: You are a hotel and your existing social media audience is mainly locals. In this instance you would want to continue to talk to visitors (your target) and possibly add in some messages on staycations or local events for your current audience. Switching to talk to the audience you have (locals) would be confusing and off-brand but adding in specific content to include the current audience of locals would be worthwhile as you continue to build your out of town fans and followers.
If you don’t currently have the audience you want, use targeted advertising to help you reach them!
Do you have your target audience clearly defined? What metrics do you use to know that you are effectively reaching them?
Impressions are becoming an increasingly attractive metric for clients who are trying to distance themselves from using the outdated Advertising Value Equivalencies (AVE).
It’s hard not to love a metric that has the ability to be gleaned from websites, digital publications and every social media channel we’re using. But guess what? The way many organizations are reporting impressions today is as convoluted and inaccurate as the AVEs are.
How did we get to the point where impressions became the answer to all our measurement problems?
The Rise of Impressions in Reporting
Digital advertising is the first place I recall seeing this metric used. Particularly when paid media teams began to report on digital success. In some ways, we traded circulation figures which were used in print magazines and newspapers for impressions. The difference is that circulation figures were careful vetted by an audit board. A third party verified that you sold the number of magazines you said you sold. There is no such third party for today’s digital publications. We are reliant on in-built tools that report page views, impressions and others.
At some point, someone got the brilliant idea to add them all up. It’s a bigger number, it’s more impressive and summarizing a campaign is so much easier with a single large number. Clients love it! Donors are impressed. Awards panels say wow! This is the point at which the “sin of measurement” becomes widespread. The simple math equation is almost always overinflated just for that wow moment.
How NOT to Count Impressions
When we take a series of publications and add up all the impressions to get a campaign total, that’s when we get into trouble with using the number. Here’s an example of how impressions should not be counted.
Everyone loves football. In July 2015, the Washington Redskins communications team released a report on the coverage they received during the previous years’ training camp. Dan Steinberg reported on it in the Washington Post. You can read the full article here but this is the key quote that sums up the simple math we’re getting wrong with impressions.
“With the help of third-party media monitoring services Meltwater and TVEyes, the team put out a fancy 13-page report on its findings. That report determined, among other things, that there were “7,845,460,401 unique visitors of print/online coverage of the 2014 Bon Secours Washington Redskins Training Camp from July 24-Aug. 12.
That’s a big number. To put it in perspective, that’s considerably more than the population of Earth, which the Census Bureau estimates at 7.26 billion. Apparently, a lot of folks on Pluto were really interested in Colt McCoy’s progress.”Dan Steinberg in the Washington Post
Further down in the story, the reporter shared that when he contacted one of the monitoring services, they explained that the number was a count of impressions, so anytime a person saw a story about the event, it counted.
The report concluded that the value of that media coverage was more than $76 million.
What the report didn’t show (and what the reporter identified himself) is that during a campaign, some of your fans/followers/readers will see your message multiple times. Raw impressions don’t solve for that. If you keep adding up impressions, giving a cumulative value over time, it becomes statistically inaccurate – like more than the number of people on Earth inaccurate.
What You Can Do TODAY to Make Reporting Impressions Accurate and Meaningful
- What would have made the Washington Redskins team report more meaningful is taking the sum total of impressions and dividing it by the number of news stories generated to derive an average. Then next year, you do the same thing. Is the average higher or lower? Now you have a benchmark.
- Track how your total impressions move up or down over time. For example, if you log the impressions you receive each month on Facebook and it’s around 10,000 and then one month, it’s suddenly 50,000, that’s a cue to look for a reason for the sudden change. It might be a key piece of content, conversation or ad.
- Use impression reporting as a gateway metric to dive deeper into more meaningful measurement like engagement and engagement rate on your social channels and in digital content.
Stop adding up those impressions because before you know it, you’ll have more impressions than there are people on Earth. And that’s out of this world.
Here at Step In we work on behalf of brands, products and organizations to connect bloggers and influencers for different paid and trade projects. Whether it is a weekend getaway or a free lunch, you should want brands and those who work on their behalf to be able to find and connect with you.
Finding the right person to work with on behalf of the brands we represent at Step In is something we take seriously. Yes, we have tools that help identify bloggers and pull page authority and rankings but we pick our bloggers “by hand”. We spend a lot of time reading through blogs, scanning Twitter feeds, looking at Facebook pages and combing through Instagram channels of each of the people we recommend to our clients/brands and then ultimately decide to pitch. We use custom pitches written for each project and blogger which takes more time but we believe in. This process is not fast and is a lot of work, but we feel it makes the best partnerships and the projects work more smoothly.
Being in the business a long time also means we know many of the bloggers and influencers in the travel space, especially in Texas. Lots of these people we are thankful to call our friends. In groups and in person we have seen and heard more than a few complaints about brands with bad pitches that just did not hit the mark or were so far off base it was ridiculous. While brands definitely need to do their homework when reaching out, there are definitely some things you can do as a blogger and/or influencer to help the brands, products and organizations figure out if you are a good fit.
Things Bloggers Can Do To Be More Visible
After a recent research session on behalf of a travel destination, I compiled a list of things that were lacking on many influencers’ public profiles. These things will help you stand out, show clearly who you are and what you are passionate about. You want to move from the initial “quick scan” stage which we do with a large list, on to the longer “detailed review” stage as the list of potential influencers gets paired down.
We hope this checklist will be helpful for you to scan across your blog and social channels with new eyes to see if you are making it easy for brands to find you, see your hard work and reach out to partner with you!
___ Do the social media links on your blog work? I can’t tell you how many times I clicked through to dead links directly from blog sites. Yikes!
___ Can we find your channels? With so many great blog templates and widgets these days it is easy to find one that you can connect the social profiles you are active on to your blog where they are easy to find.
*Note -This one really surprised me. I found many social pages people were obviously spending time to update and put good content on them (I do content creation for clients too and I KNOW how long that takes!) but they were not linked. It took multiple google searches to find all of their social channels because they were either not linked on their blog or the social links on their blog were broken/linked to the wrong place. Not everyone is going to take the time and extra effort to go look for all your channels, make it easy and link them!
___ Are each of your channels linked to the other? On the note above, people don’t always start with your blog – no matter where they find you on the web, they should be able to get back to your main channel, ideally your blog. Are they able to do that from each of your social channels?
*Ideas – Pin a tweet on Twitter with all your links to your blog and active social channels. Use highlights on IG or at least link to your blog or a link type app on your IG bio. Use your FB “About” section to list all your social channels.
___ Do you have consistent branding? Consistent branding and photos across platforms are helpful so we know we landed in the right place! This is especially important if you don’t have the same name or handle on your blog and social channels.
___ Is your physical location easy to find and correct? If you have moved in the last few years scan all your bios to make sure they are updated. Many times offers are location based and being able to figure out what city and state you are in saves you and the brand both time.
*Example – Once we were looking for bloggers from a specific city to help talk about new flights from that city to our client’s destination. If none of your profiles state your home base, then we are just guessing!
___ Contact information easy to find? Sponsor page with all your blog stats, great! But how do we contact you? Make sure you have a contact page and that your email is on it! I visited multiple pages that had no email or contact form which makes reaching out a little complicated.
Connecting Brands and Influencers is About Finding the Right Fit
As the industry continues to grow and change, micro influencers will pave their own way. Just because you don’t have 50k-500k followers doesn’t mean a brand won’t be interested in working with you. We enjoy discovering up and coming influencers and you don’t have to have to have Kardashian status, just be a great fit for our client!
We encourage all bloggers to make it easy for products, brands and organizations to reach out to you. You never know who you might be the perfect fit for!
Take a Moment to Check All Your Profiles
Something we recommend to all our clients is to do a quarterly review of their online presence. This is a good practice for influencers too.
Here are some things you can do to keep your social channels ready for fans, followers, collaborators, advertisers and brands.
Quarterly Social Check Up:
About and Bio Pages
- Is the information current?
- Do the links work?
Profile, Cover and Header Photos
- Are they the correct size?
- Current or relevant photos and graphics (no past holiday/event/etc.)?
- Do you have cohesive branding across channels?
- Updated password?
- Two-factor authentication?
- Review all locations where logins to your social accounts have occurred.
- Confirm you are using all apps with access to your channels, if not revoke/remove access.
What are your experiences working in the influencer/brand activation space?
Are you a digital hoarder? I know I am. I save news stories to read in Facebook later (and never do), I have an RSS reader with dozens of blogs rolling up just waiting for me to read it and yet, I can never find anything. I just got a new laptop, so it was a great time to do some digital clean up.
Here are 5 things I’ve done this month to free myself from the digital clutter.
Purge Client Files
It’s so rare to go back to a former client files to retrieve anything, so get them off your desktop and file them in Dropbox or somewhere else in the cloud under one folder called Archive. I usually save all work from clients for a year, but delete the email folder for that client after three months.
Save the Good Stuff
Before you go crazy and start deleting, is there one thing or a couple of things that you might use as a sample later on or as a guide to format another clients’ communication need? File it on your desktop in a new file called Samples. I started this about a year ago and it’s made building new powerpoint presentations and sharing templates for editorial calendars or other work so much easier.
I am overwhelmed with the number of stories I should be reading to keep current in my field. For the digital stuff, I roll blogs and news feeds into Feedly into categories that are important to my client work and to my learning. The trick is, to go in and purge the feeds out when you no longer need them. Done with the client in a specific industry? Trim it down.
And all those newsletter subscriptions? If you’re not already using Unroll.me, you’re missing out. IT’s an add on that puts every newsletter to which you subscribe into ONE. DAILY. EMAIL. Since I’m now getting a thousand or more of these things, it’s the only way to get your head above water.
If they are so valuable that you want to save it for later, start a Diigo library and keep them all in one place.
Update your Profiles
Now is a good time to check your Twitter Bio, your “about” section on Facebook and your Linked In headline. I would recommend you get new headshots too, but that would just be crazy talk! (It takes me forever to change out headshots. No good reason)
Check Your Privacy Settings
I almost never do this, but this recent story in the Washington Post with EXACT Instructions on a couple of things made it easy. Took me five minutes. Do it now to clear advertising clutter out of your feeds!
Influencers and brands have been in the news lately and not in a good way. Dishonesty in campaigns – it’s rampant in the world of working with influencers. But it’s not that difficult for brands and influencers to find common ground. Brands philosophically understand why working with influencers can elevate their efforts. Influencers need brands to keep their independent media channels growing.
But it’s clear from recent news coverage that the ocean is choppy and brands and influencers are having a tough time navigating their courses.
Influencers Who are Faking It Make the Rest Look Bad
Two recent examples point to flaws among the influencer community. Rachel Hollis, a blogger turned speaker and author recently attracted unwanted attention after she was accused of plagiarizing quotes on her Instagram channel.
Another recent story involves Aggie Lal, a lifestyle influencer. It came to light after she charged $500 to join a master class, which turned out to be anything but masterful. Some of the 380 participants (do the math on what she may have earned from the project) were so angry they turned to other social networks to complain loudly and publicly.
The Atlantic recently reported on just how rampant “fake deals” are among the influencer community, which should shock anyone in the field of marketing and communications.
“Lifestyle blogging is all about seamlessly monetizing your good taste and consumer choices, which means it can be near-impossible for laypeople to tell if an influencer genuinely loves a product, is being paid to talk about it, or just wants to be paid to talk about it,” wrote Taylor Lorenz in The Atlantic.
This only scratches the surface of the problem of transparency with influencers. Many influencers who are trying to establish themselves in the space know just enough from a conference they’ve attended or a presentation they’ve heard to bravely approach brands. Often they use specific language about what they’re offering you and what they want you, the brand, to do. Others are more vague, saying things such as “we’d like to partner with you” which means they’d like to get paid, but want you to reveal your budget first.
This ruins it for the influencers who are conscientious, transparent and communicative. Because they are out there. I’ve worked with hundreds of them and it’s a joy to bring to life a campaign that perfectly marries the right influencer with the right brand.
Brands Have Reputation Issues Too
Late last year, shoe retailer Payless created a fake pop up store and tricked more than 80 influencers into thinking the shoes were part of a new luxury brand. The story, which you can read here also describes how they “revealed” the trick to the participants. (Payless recently filed for bankruptcy and is in the process of closing its stores).
While philosophically, brands understand influencers, they just can’t figure out where they fit in. Are they like a journalist? No? Are they like a marketing promotion partner? Sometimes? Are they like sponsored content? Sometimes?
One of the biggest brand hurdles is FOMO – Fear of Missing Out. They want to get into the influencer game, they know it’s on trend, but guess what? Maybe they didn’t do their research. Or they’ve made small advances with a few select influencers here and there and believe they got burned, so that defines how they feel about the future of influencer marketing.
Our team has assisted many brands to get started working with influencers. We help them answer a lot of questions. Who should I choose and why? What do I ask them? Do I pay them? How and when? What can I expect from them?
Making the Right Match between Influencers & Brands
Clearly, there is huge room for improvement between influencers and brands. Here are three things influencers AND brands can do to make the right match.
Do Your Homework
Influencers: Research the brand who approaches you or the one you are targeting. Look at their marketing, their social channels, and visualize where you might fit in.
Brands: Research every influencer you’re interested in AND those who approach you directly. Are they who they say they are? Who have they worked with before?
Clear and Concise Communication
Influencers: don’t oversell to a brand. Be honest about your past work and where you are in your influencer journey.
Brands: Be clear about what your influencer activation policy is and most importantly, WHAT IT IS NOT.
Influencers: get your work in on time and do more than expected. Ask questions until you’re clear what is being asked of you and by when.
Brands: be clear and reasonable about what you want the influencer to do. Is it number of words, number of posts, reporting on engagement? Define it.
Make Strategic Decisions
Influencers: Don’t hit up every brand in your industry or in your geography. Be selective and targeted.
Brands: make sure the influencer is the right fit. Just because they’re “big” or well known does not mean they will work for you.
As influencer and brand activations continue to accelerate, it’s more important than ever that we negotiate equitably and honestly. It’s not difficult to find common ground between influencers and brands if you plan and prepare for the project. If you want help getting an influencer program started for your organization, call us. We’re here to help.
It happens to every social media manager. All of a sudden, your Facebook posts are boring. Or your Tweets go without a Retweet. Instagram photos have so few likes, you can read every name of those who DID give it a heart.
What could possibly be wrong?
It might be social media fatigue and it happens to everyone who manages social media channels over time. The good news is that you’re obviously paying close attention to your channels because you noticed! The bad news – it’s time to take a minute and shake it off – with or without Taylor’s Swift’s “Shake It Off” playing in the background.
Internal Factors Affect Your Channels’ Performance
Look at your content lineup. Is it repetitive? Are the photos high quality? Are your categories diverse enough?
Tip from Claire : Look at how you’re presenting information on different channels – while your messaging should be consistent, each social channel has its own vibe and content needs to fit that specific channel. Have you been copying and pasting? Change things up across channels and see how engagement changes!
Tip from Jennifer: Vary your content types. For Facebook use a mix of video, photos w/link & w/o links. Use graphic only with no caption and sparingly use text only posts. With Twitter, mix it up but don’t forget that Twitter is also favoring video and graphics/photos are valuable for brands on this channel.
Your Posting Schedule
Are you repeating the same time slots? Are you missing the peak times when your fans are online? Are you posting on the wrong days? Are you posting too often? Are there gaps between your posting schedule?
External Factors Affect Your Channels’ Performance
Local News Cycle
We get stuck on news stories in social media these days. Look and see if something from the local area has dominated in the channels. It could be suppressing your content.
Like it or not, national stories, especially as election season draws near, also dominate social feeds and could be suppressing your fans and followers from seeing your content.
Taking these steps might help illuminate what’s happening in your channels. If the way through is not yet clear, it’s time to go to the next step.
Three Things You Can Try to Beat Social Media Fatigue
- Cut your posting frequency in half for one to two weeks while you keep examining the factors that you have control over, like your content types and posting schedule. Then come back with fresh eyes to review the situation.
- Put ONE channel on hold. If you’re managing a social media ecosystem of 3 or more channels, walking away from one channel for a period of time will not sink the ship. Then come back to it, look at it again and think about how you can change it up. Or if that’s too painful to consider, consider auto posting from one channel to another for a short period of time just so your name is out there. This is a great strategy to try between Facebook and Instagram or Instagram and Twitter.
- Take an hour and review what your competitors are doing. That usually creates an “aha!” moment.
If you still don’t know how to get out of the rut your channels are in, call us! We do full social media benchmark and channel audits for clients in nonprofit, travel and hospitality.
For some organizations, working with bloggers and other social influencers is new, maybe it’s even uncharted territory. Other companies have ideas about how to approach these media creators and may even have tried a few things. A third group of companies has sophisticated programs with high visibility.
If your company is new at this, or tried a few things that may or may not have worked, it’s a fair bet you are seeking ways to demonstrate the value of working with social influencers. Here’s how to demonstrate value in the future.
Create clear expectations of what you want the results to be. Are you asking the influencer to do social media on the go — spontaneous posting on social networks — as they experience your product or service? Or are you looking for a thoughtful report or image stream after the fact?
Ask yourself these questions:
- What do I hope to get out of this relationship?
- What volume do I expect?
- Are there deadlines I hope to meet?
A fair exchange is “I’ll give you X and I expect Y.” What “X” and “Y” are for your organization could be different. If the social influencer is creating content for your digital properties, fair exchange might include compensation and credit for the content. If the content is created on the influencers’ blog or social network, then fair exchange may be your ability to promote that content on your organizations’ channels. Making sure that the “deal” works for everyone and that everyone’s intellectual property is protected, might include an actual contract. Or a clearly defined email. Or as the organization, you might use the photos or works under Creative Commons licensing. There are millions of variations of these ideas and organizations and content creators should always consult professionals related to contracts and other legal matters.
Here are some questions to ask:
- Have I been clear about what I expect?
- How have I communicated my expectations?
- Do I need a contract?
- Should I consult a lawyer or contract administrator for assistance?
Nurture The Relationship
Getting to know influencers that may align with your brand takes time and research. There are many ways to find those influencers organically and many tools that help identify influencers using tags and algorithms. Even if you have the best tools, it’s still important to get to know each influencer, their expertise and how they approach brand relationships. It’s no different than joining the local chamber and getting to know other chamber members at networking events. The relationships need to be built over time.
Some things to consider:
- How can I develop influencer relationships?
- Are there groups to join?
- What tools should I explore?
If you want your future influencer relationships to be professional and ethical, they must include elements of disclosure. The influencers, by law, must identify brand relationships with disclosure statements on blog posts, and identify paid relationships using hashtags like #ad and #client on networks such as Instagram and Twitter.
- Have I discussed disclosure with the influencer(s) I’m working with?
- Are we meeting my organizations ethical and professional guidelines?
- Are we in compliance with current laws regarding disclosure?
I’ve matched brands with influencers on a wide variety of promotions and campaigns, and it’s easy to get off track. By creating clear expectations, nurturing the relationships and developing clear expectations including strong elements of disclosure, you can develop value for your organization with influencer campaigns.
PRCG Adds Step In Communication to its Nationwide Client & Agency Network
Step In Communication and Fran Stephenson, APR, has been appointed the San Antonio partner of the PRConsultants Group (PRCG), a nationwide network of leading public relations professionals.
“Step In Communication has proven its expertise in strategic communication, social media management and crisis preparation,” said PRCG President John Deveney. “We are excited that Stephenson is joining our nationwide network, and bringing her firm’s unique capabilities to PRCG’s expanse of clients.”
“I am excited to join the PRCG network, and such an elite group of PR professionals,” said Stephenson, APR and principal of the firm. “The team at Step In Communication looks forward to providing our skills to the network, as well as our ability to now offer boots on the ground to our clients in every major market in America.”
Clients of PRConsultants Group members enjoy boutique agency service alongside premier access to senior public relations professionals in every top US DMA. PRCG members have executed successful projects for national and international brands such as 7-Eleven, Cold Stone Creamery, Labatt USA, Mardel Christian & Education, Make-A-Wish America, MADD, Home Run Inn Pizza, and Wal-Mart.
About PRCG: PRConsultants Group (PRCG) delivers results through an exclusive nationwide network of nearly 50 public relations consultants. PRCG provides brands with a unique ability to leverage local market knowledge and connections along with the expertise of senior level PR pros in every major market in the U.S. PRCG is recognized nationally for “National Strength. Local Power™”, the ability to engage audiences at the local level and deliver high-impact results in markets nationwide. Focusing on strategic planning and creative execution of media relations, social media, promotions, and news events, PRCG also offer crisis management services and event site selection via local market experts. PRCG members have successfully executed projects for national and international brands. More information is available at prconsultantsgroup.com.
About Step In Communication: Step In Communication is an award-winning San Antonio-based agency, specializing in strategic communications plans and is noted for its influencer outreach programs, social media strategy, channel management and measurement for clients in hospitality, tourism and health care.