Thanks to all who participated in the ManageFlitter #SocialROI Twitter Chat on Tuesday, 9th April 2019.
Details of our next Twitter Chat:
Below is a curated version of the Twitter Chat with:
Associate Professor of Strategic Communications
From the ManageSocial Team:
- What does it mean to be an influencer in 2019 and how do they help businesses on social?
- Why is it important for businesses to look beyond vanity metrics when identifying potential influencers?
- What are the identifying characteristics of ‘nano-influencers’ and ‘virtual-influencers’?
- Why is it important to establish a strong code of ethics, principles and guidelines when working with influencers?
- Can you name some examples of where influencer marketing has gone wrong?
- Do you think there should be a standardised approach to engaging and retaining influencers? Why?
- What tips do you have for brands looking to engage with influencers in 2019?
Ask the ManageSocial Team:
Answers from the ManageSocial Team
Ab) Dog_Rates is a niche, light hearted account that focuses on “rating” photos of dogs.— Kate Frappell 🌻 (@katefrappell) April 9, 2019
They recently began promoting the new Dumbo movie.
The content maintained their brand voice by giving Dumbo a rating of 14/10. https://t.co/l5mfEikbV2#SocialROI
Ac) BlueEyedBiblio is a beautifully curated account dedicated to books!— Kate Frappell 🌻 (@katefrappell) April 9, 2019
The account owner has done a great job of creating a personal brand too.
She recently partnered with Barnes and Noble to share her thoughts on the new e-reader. https://t.co/gDeRL1cJqo#SocialROI
Ad) I really appreciate these accounts as they:— Kate Frappell 🌻 (@katefrappell) April 9, 2019
- Only advertise products that are relevant.
- Only advertise products that their audience are likely to resonate with.
- Are transparent in their posts, often using #ad or #sponsored.
- Maintain their brand voice.#SocialROI
A1. An influencer today has the expertise, personality, and impact to persuade a community to take action based on the messaging, content, and relationship they've created over time online and offline.— Karen Freberg, PhD • #SMprof • Consultant • Author (@kfreberg) April 9, 2019
1/ #SocialROI https://t.co/5KRKZN84rH
Key elements here to note: We have to recognize influencers who not only have a strong following, but have a strong impact in their community.— Karen Freberg, PhD • #SMprof • Consultant • Author (@kfreberg) April 9, 2019
A1: it means that you’ve built a following of people who trust your opinion. When an influencer has earned trust, they can work with brands they trust to promote their product to people who will care. #socialROI— Maria Marchewka (@_MariaMarchewka) April 9, 2019
A1) Someone who has developped a (very small to very big community) and has an impact on the lifestyle/professional decisions of his or her followers #SocialROI— Albane Flamant (@AlbaneFlamant) April 9, 2019
A2. It is SO important because vanity metrics could be either:— Karen Freberg, PhD • #SMprof • Consultant • Author (@kfreberg) April 9, 2019
-show not real following or impact metrics (ex. bots, buying followers, etc).
-does not show the complete picture of the influencer.
1/ #SocialROI https://t.co/Fv6QsI6s6A
A2) Because vanity metrics such as follower count don't garantee impact - and that is what brands are looking for when they launch influencer campaigns.— Albane Flamant (@AlbaneFlamant) April 9, 2019
Fortunately, vanity metrics are becoming less important, based on a survey I conducted with @Talkwalker ⬇#SocialROI pic.twitter.com/1rfnYhB3hk
A2: Unfortunately, followers can be fakes. That's why it is important to look at the engagement (but even the engagement can be fake, be careful!)— Pitchbox App (@PitchboxApp) April 9, 2019
Also compare the followers and engagement. It's suspicious when an influencer w/ 1M followers has 2-3 engagements per post.#SocialROI
A3. These are two rising groups of influencers in the market today:— Karen Freberg, PhD • #SMprof • Consultant • Author (@kfreberg) April 9, 2019
Nano: small, niche yet concentrated focus and community building. Small in numbers, huge in overall engagement and impact.
1/ #socialroi https://t.co/lZNfL0VcSW
Virtual: Online personas that have been created to advocate and have build a community online, but they are not real (ex. Miquela Sousa).— Karen Freberg, PhD • #SMprof • Consultant • Author (@kfreberg) April 9, 2019
Big issue here is what are the legal implications and FCC guidelines here for these influencers?
Thoughts on this, #SocialROI?
A3.— Nicky Pasquier [Virtuoso Assistant] 📩 🎨 (@VirtuosoAssist) April 9, 2019
❉ I'm guessing nano-influencers have a smaller following but their specialism is very niche or centred around a specific location.
❉ On Instagram nano-influencers can have 10k+ followers.
❉ Their followers are highly engaged customers and brand advocates. #SocialROI
A4. Before embarking on an IM campaign, you have got to:— Karen Freberg, PhD • #SMprof • Consultant • Author (@kfreberg) April 9, 2019
-Set forth expectations of behavior and conduct
-Tie in overall goals and mission of brand, and relay this to influencer
This is key to make sure you are able to provide a positive and collaborative experience. #socialroi https://t.co/PKwRpmc5Gd
In addition:— Karen Freberg, PhD • #SMprof • Consultant • Author (@kfreberg) April 9, 2019
-Go over deliverables and FCC guidelines (influencers may not have media relations experience - so you may need to educate them on this).
-Have do's and don'ts. Set your expectations@adobe did a great job w/ this for #AdobeInsiders! #SocialROI
A4. Because without them, an influencer does not want to know anything about your business. Businesses are suppose to help and benefit the consumer, not cheat them. A bad business rep equals influencer having no part of it. the influencer is major key of any business.#SocialRoi— Anthony Giannone (@lg217) April 9, 2019
A4.— Nicky Pasquier [Virtuoso Assistant] 📩 🎨 (@VirtuosoAssist) April 9, 2019
❉ There was a piece of news recently about influencers not declaring if they're being paid to promote products on Instagram.
❉ You don't want to be associated with unethical practices as it could harm your own brand reputation.#SocialROI
A5. Fyre Festival is a classic example.— Karen Freberg, PhD • #SMprof • Consultant • Author (@kfreberg) April 9, 2019
Why did it go wrong? The IM execution was brilliant, but what they were advocating and promoting was not real.
This case is a must have for all professionals, classes, and students. #socialroi pic.twitter.com/QI3OWmYOa9
A5b. We are seeing a huge backlash against IM campaigns - I think brands and audiences are getting more aware of what influencers are trying to do to game the system.— Karen Freberg, PhD • #SMprof • Consultant • Author (@kfreberg) April 9, 2019
A5c. Unfortunately, with all of these negative cases, it does impact the "real" influencers who are professional, ethical, and who want to create win-win situations.— Karen Freberg, PhD • #SMprof • Consultant • Author (@kfreberg) April 9, 2019
It's cases like Fyre and others that brings a negative light to the field.
A6: Not at all! Influencers are different, communities are different! The only thing is the personalization. That's how you'll succeed! #SocialROI— Pitchbox App (@PitchboxApp) April 9, 2019
A7. I think there needs to be a code of ethics and standard practices here for influencers.— Karen Freberg, PhD • #SMprof • Consultant • Author (@kfreberg) April 9, 2019
This was something I helped start during my @PlankCenterPR fellowship at GM a few years ago.
Having a set of guidelines and practices here for IM is key.#socialroi
Having a code sets forth your expectations, best practices, how to handle a situation gone wrong, and what are your criteria for choosing an influencer.— Karen Freberg, PhD • #SMprof • Consultant • Author (@kfreberg) April 9, 2019
IM approaches need to be integrated in all PR, social, marketing, and crisis plans.
Also, having the right tools (like @Zoomph and @Talkwalker) allows you to make more informed decisions on IM strategies.— Karen Freberg, PhD • #SMprof • Consultant • Author (@kfreberg) April 9, 2019
By having tools like Zoomph and Talkwalker, you are able to make better, more informed, and protective decisions for your brand w/ influencers. #socialroi