A little while ago, I was looking at what a influencer do on Twitter and was struck by how little people knew. I didn’t even know what a influencer do! I know a lot of marketers say that they use social media to build their brands and to connect with their target audiences. They talk about how the audience shares a common bond with the brand because it’s more personalized than other forms of marketing and advertising. But what a influencer do is more important than what a marketer thinks.
The way I think about it is that influencers are agents of the brand that work online. They are online community builders and bloggers that are dedicated to improving the visibility of your brand or product. There are a lot of influencers out there and it is easy to underestimate them.
So what a influencer does? Well they will start by building your profile or pages on Twitter or Facebook. Then they will post comments and do tasks related to that. They will post snips from their daily life or from conferences where they have presented. These are things that they can do on their own page or they can do in their actual blog posts or in posts to their social media pages.
Now for those of you thinking this is all well and good, think again. The role of an influencer is not to do one thing and then stop. They will continue to post comments and do tasks until you actually approach them about doing something. If they haven’t been promoted to a main company account yet, then they will work on that. And if they haven’t been promoted to a micro level, then they will work on that until they are in the proper spot.
What a influencer doesn’t do is promote their own brand directly to their audience. They work behind the scenes and they do what a brand representative would do. They help people understand who they are, what they do, and how they can help. A great influencer will help establish the tone for the company and the brand itself and that is something that is invaluable.
One great thing about a influencer is that they post often. They don’t just post once and then stop. Every now and then they’ll put a post out. That means there are plenty of opportunities for updates and content on a single page. This is a great way to keep your brand fresh and up to date as well. There is nothing worse than reaching out to your audience only to have them ignore you entirely.
What a influencer does is work on what the company needs to do and not what the brand needs to do. They help guide the company to the right direction while the brand continues on its own path. influencers understand this in a few different ways. For one, they know the importance of keeping their page visible to all users. The more visible it is, the more likely people are to notice you and want to engage with what you have to say.
They also know the importance of getting to the right page at the right time. This is why some influencers will start out working on a page just for their company but then as their influence grows they branch out into trying to get others to join their cause. This is both a good thing and a bad thing. If done correctly, a good influencer will be able to work for both the company and the brand and make a positive impact.