As we get up and running as a brand, Transform WI has been learning lots about engaging social influencers online to help build powerful buzz in communities we're not yet established in. Right now we're transitioning our focus from influencers in non-profit circles to media circles in preparation for the upcoming announcements.
What is a social influencer? There is a great new whitepaper that categorizes social media archetypes. In general, influencers are identified by quantity and quality of trusted followers and active, meaningful interactions on a specific topic. Sometimes they are experts in a field, and sometimes they're just the most social. Getting an influencers endorsement can spread a brand wide or deep in a niche circle of followers... people trust their friends in ways other media can't penetrate.
How do you engage social influencers? Start by following and commenting on their content first. Reply to their questions, weigh in with feedback on their articles or references. Use timely news (like the Freshmobile or ACA) to start conversations in a direction. Ask their advice. You're building a trusted relationship that will results in mentions, RTs, or follows to spread your brand with their trusted followers.
Does it work? The whitepaper gives several non-profit examples including American Cancer Society, American Diabetes Association, and American Heart Association. Outcomes range from awareness to fundraising to offline actions like participation in events.
What does it look like for Transform WI? Just this week we finally got an illusive endorsement from the Prevention Institute (3,400 followers) that we've been chasing for a couple months... and have begun conversations with a few journalists. We'll see if we're able to build any online relationships that can be helpful during the media announcement week.
Which social media archetype are you?
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.