I remember when my partner came home from his bicycle shop and was all disappointed
Why? because he had gone to the effort of arranging a high-end bicycle for an ‘influencer’ to use, even organising pick up and drop off, and before and after service, and when he excitedly watched their facebook LIVE video, all they mentioned at the end of the video was “really nice orange bicycle” . Nothing in the description of the LIVE and no mention anywhere of their business name, brand, location or bike features or performance. What was worse, was when I told him, it was his fault (for 2 reasons) not hers 🤣.
1. He never asked me about it first 🤪
2. He hadn’t communicated what in turn he specifically expected in return
People usually have all good intentions, but without being specific, clear and providing easy social links or an outline of content or your guidelines, the full benefits of this exchange could be wasted (or not taken full advantage of)
In this day and age, people are at various levels of understanding and efficiency on Facebook, and they may require guidance.
I like to call this a social media responsibility agreement. This can be used for Employers, PAS, VAS, administrators, subcontractors or influencers etc posting on Facebook on your behalf, giving everyone clear expectations and an easy to follow the guideline. This also ensures accountability and something to refer back to if the agreement is not being met.
One thing also to remember, is that if you have influencers or people posting their personal selves in any promotions but are promoting your brand, I would recommend you also get them to sign a photo release content form which protects you from any come back should they down the track want financial reimbursement from you profiting from their images/posting.
So here are my tips when bringing on an Influencer:
- Start with a strategy. What are you actually hoping to achieve? What action can you take to get there? Want benefits do you expect from the action taken? Is it to reach a wider audience? Put yourself in front of their audience? Get more brand awareness? Be more visible? To Get some Social proof ? Give yourself Credibility? Be seen on Other platforms?
- What is the cost to you ( time and money) How much can you spend on this? What return are you wanting? Is it genuine likes, engagement or page growth? How will it translate to actual sales? Will you get a return on investment? How will it be mutually beneficial?
- Who is the ideal person to bring onboard? Are their fans your fans? Are their fans genuine? How is their engagement? Will they like your brand? Would they be a good ambassador for your brand? Do they have the same values as you? Are there No conflicting other agreements in place? How active Are they online? Do they often promote others? I’d recommend having a really good Stalk first!
Sometimes it takes working with a coach to get your strategy right.
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