In the modern constantly changing environment, competition among brands is growing and thus companies are trying to adapt by employing new promotion methods.
One of the most trending, quick and effective approach to reaching a wide audience is collaborating with influencers. The idea behind this promotion method is that by communicating a message to a handful of influencers companies get access to their immense networks (Fastenau, 2018).
Framework of Reaching a Wide Audience by Collaborating with Influencers (Fastenau, 2018)
Understandably, brands are taking various actions to be associated with popular social media personas including sending out free products, paying for promotion and building long term relationship by introducing brand ambassador programmes. However, the key to success of this actions is choosing the influencers. Therefore, it is highly important to have a deep understanding of this phenomenon.
According to academic researchers (Freberg et al., 2011) social media influencers (SMI) represent a new type of independent third-party endorser who shape audience attitudes through blogs, tweets, and the use of other social media. Although forging alliances with influencers became a common practice, some scholars appear to view them as competing and possibly hostile voices (Gorry, Westbrook, 2009).
Freberg et al. (2011) introduce a term “SMI capital” which refers to the contribution of SMI to an organisation’s bottom line. In order to maximise this capital, a company requires methods that provide precise information about relevant influencers and how they are perceived by audiences. According to the study, SMI are perceived as smart, ambitious, productive, poised, power-oriented, candid and dependable as well as likely to be sought out for advice and reassurance and more likely to give advice.
Self-branding plays an essential role in a process of influencer’s establishing. Personal or self-branding involves individuals developing a distinctive public image for commercial gain and/or cultural capital (Khamis et al., 2017). The number of books, websites, workshops, presentations, videos and articles devoted to its principles and promotion is evidence of its prevalence and appeal (find links to some guides below). According to the analysis of Khamis et al. (2017), the rise of social media and our current consumerist orientation may have contributed to popularity personal branding.
Khamis et al. (2017) suggest that three distinct and interrelated processes are critical for this phenomenon:
- transformative and seminal effects of social, interactive and conversational media in the Information Age;
- mercurial dismantling of what were once ‘knowledge monopolies’, as quasi-experts appropriate the role historically reserved for highly trained specialists;
- near-total extension of marketing logic and language into more areas of contemporary social life.
While all these processes predate and are not exclusive to social media, cumulatively social media intensifies and spotlights their salience.
Nevertheless, technology never bestows only benefits. While the Internet and social media have brought businesses undeniable opportunities for growth, they have also created means for potential significant damage of business reputation and customer perception of brands (Gorry, Westbrook, 2009).
Customer reports of unfavourable experiences, especially if the customer has a wide audience can have a substantial economic impact on a company, and sometimes even cause erosion of brand equity and corporate reputation. Although the Internet has deprived companies of the control they once had over their reputations, it offers them new ways to interact with their customers to tell the story of ‘who we are’. Such collaboration can be an important anchor in the constantly changing Internet environment. And, in the long run, it can help companies strengthen the loyalty of their customers and enhance their market performance (Gorry, Westbrook, 2009).
Gorry and Westbrook (2009) suggest several steps to promote genuine conversations with customers:
Step 1: Listen to Your Customers: monitoring customer opinions;
Step 2: Trust Your Employees: empowering employees to represent the company;
Step 3: Learn to Use the Tools: being present on various platforms, leading the discussion, collaborating with representatives such as opinion leaders or influencers;
Step 4: Let the Conversations be Authentic: letting the conversation develop spontaneously and natural.
Here are some ideas on how to engage customers online:
https://articles.bplans.com/seven-creative-ways-to-engage-with-your-customers-online/
To conclude, social media influencers are both third independent party and intermediary between brands and wide audience. They can promote brands or products on the one hand, but not the other hand, their negative opinions can damage brand reputation. Therefore, it is critical to build healthy relationship with the influencers who are relevant for the target market segment of a company.
Guides on self-branding:
https://www.entrepreneur.com/article/298513
https://brandyourself.com/definitive-guide-to-personal-branding
https://www.shopify.com/blog/116266245-personal-branding-how-to-market-yourself-without-selling-out
References:
Fastenau, J. (2018) ‘Under the Influence: The Power of Social Media Influencers’. Crobox [Online] Available at <https://medium.com/crobox/under-the-influence-the-power-of-social-media-influencers-5192571083c3> [Accessed 11/05/2018]
Freberg, L.A., Freberg, K., Graham, K., McGaughey, K. (2011) ‘Who are the social media influencers? A study of public perceptions of personality’. Public Relations Review, Vol 37, no. 1, pp.90-92.
Gorry, G.A., Westbrook, R.A. (2009) ‘Winning the Internet Confidence Game’. Corporate Reputation Review, Vol 12, no. 3, pp.195-203.
Khamis, S., Ang, L., Welling, R. (2017) ‘Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers’. Celebrity Studies, Vol 8, no. 2, pp.191-18.
