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Top 5 Ways to Manage Your Influencers The effectiveness of influence marketing has been debated extensively the past few years. That‟s because brands continually struggle to manage, maintain, and record their influencer relationships. While there is no doubt that these influencer relationships can be powerful for a brand, there are a variety of tactics that need to be implemented to make sure that these relationships are managed successfully. 1. Monitor Influencers Once you‟ve established a group of influencers, you need to continually monitor their activities to make sure that you aren‟t missing out on any potential opportunities with them. Your ability to grow and market your brand using influencer marketing is going to come down to your ability to put your name side by side with these influencers. Simply saying that you know or have worked with someone isn‟t going to help you. Consistently monitor what your influencers are doing so you can see if there are projects that you can collaborate with and therefore have an end product to show your customers. 2. Report Results One of the many struggles of managing influencers is actually reporting and recording the results associated with working with them. “Social media has created an environment for „citizen influencers,‟ but there are so many disruptions in the communication paths between influencers, decision makers, and the brand that tracking and reporting results is difficult,” says Sam Fiorella , a partner at Sensei Marketing, in an interview with Forbes . Finding out which individual influencers provide the greatest results can save you a ton of time and serve as a financial boon. However, finding the right influencers is difficult because it isn‟t always a matter of who has the most likes or followsers.

Ways to manage your influencers

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Page 1: Ways to manage your influencers

Top 5 Ways to Manage Your Influencers

The effectiveness of influence marketing has been debated extensively the past few years. That‟s

because brands continually struggle to manage, maintain, and record their influencer

relationships. While there is no doubt that these influencer relationships can be powerful for a

brand, there are a variety of tactics that need to be implemented to make sure that these

relationships are managed successfully.

1. Monitor Influencers

Once you‟ve established a group of influencers, you need to continually monitor their activities

to make sure that you aren‟t missing out on any potential opportunities with them. Your ability to

grow and market your brand using influencer marketing is going to come down to your ability to

put your name side by side with these influencers. Simply saying that you know or have worked

with someone isn‟t going to help you.

Consistently monitor what your influencers are doing so you can see if there are projects that you

can collaborate with and therefore have an end product to show your customers.

2. Report Results

One of the many struggles of managing influencers is actually reporting and recording the results

associated with working with them.

“Social media has created an environment for „citizen influencers,‟ but there are so many

disruptions in the communication paths between influencers, decision makers, and the brand that

tracking and reporting results is difficult,” says Sam Fiorella, a partner at Sensei Marketing, in an

interview with Forbes.

Finding out which individual influencers provide the greatest results can save you a ton of time

and serve as a financial boon. However, finding the right influencers is difficult because it isn‟t

always a matter of who has the most likes or followsers.

Page 2: Ways to manage your influencers

“Social Pull is not a measure of a single individual‟s influence, rather, it is an audience-based

metric that is a direct reflection of the quality and size of the Twitter audience that has been

„pulled‟ into following an account or mentioning a keyword @name, hashtag, or URL on

Twitter, ” says Danny Brown, the co-author of Influence Marketing.

Tools like Peek Analytics can help you keep track of that information.

3. Maintain Transparency

Transparency has become incredibly important as influencers are always going to make sure that

the people that they‟re working with are trustworthy. An influencer‟s reputation is the most

important part of their career. For that reason, it‟s necessary for them to be sure that they‟re

protecting those reputations in every way possible.

How do they do that? By working with people that are transparent.

“Transparency is the word of the year,” says digital strategist Marcy Massura in her interview

with Forbes. “It goes hand in hand with authenticity (they are BFFs). We see our brands striving

to be transparent in all the areas of their business, from social conversations to access to brand

information to crisis response. Transparency desire is a result of an over marketed and now

skeptical consumer base.”

Without transparency, managing and maintaining your influencers becomes nearly impossible.

4. Keep Track of Them

Managing and maintaining a group of even 25 to 50 influencers can be incredibly difficult, let

alone when you‟re looking at hundreds of them. And if you‟re disorganized, those friendly

relationships with your influencers will quickly turn sour. However, platforms like Traackr or a

program like the Renown SEO Viral Blogging Program can make it easier to manage your

influencers.

5. Importance of Relationships

A lot of brands seem to go by the stigma that influence marketing is only successful when you

have a ton of different influencers. While having a lot of influencers is great, not being able to

develop long-term personal relationships with them is only going to leave your brand looking for

a direction.

Sometimes it‟s better to have five to 10 strong influencer relationships than to attempt to work on

maintaining and managing relationships with 50-plus different people. The more personal the

relationship, the more you will be able to work with an influencer. The more you‟re able to work

with an influencer, the more you‟re able use their influence and learn from them.