The point is, influencer marketing is not all good.
It can have both positive and negative effects on your brand and it is not an instance when “any press is good press.”
What celebrities and industry influencers have to say about your offering or brand can greatly impact your bottom line and, as a marketer, you need to treat it accordingly.
Be Proactive. Get Influencers on Your Side.
Don’t wait until your website traffic, leads, or worse, sales and stock prices, are plummeting to pay attention to influencer marketing.
Tools like Google Alerts or Buzzsumo can help you monitor what people are saying about your brand on social media and online in general.
If they’re fans, don’t just smile and stand idly by; Connect. Get their feedback. Make sure they have the absolute best experience possible and stay loyal advocates.
If they’re annoyed or displeased, still connect. Perhaps there’s something they’re seeing that you’re not, and could get you back in their good graces.
Perhaps if Snapchat had connected earlier and tested its new design with prominent users like Kylie Jenner, they could’ve avoided the user backlash and stock effects.
But today, there's no way of telling. My advice to Snapcat and to you: get in on the conversation around your brand now. You too can influence the outcome.
Tell us what you think! Did Kylie’s tweet really have something to do with the SNAP stock fall?How are you using influencer marketing at your organization? Is there a monitoring tool you’ve seen particular success with? Let us know in the comments section below!
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About Ramona Sukhraj
As Content Marketing Manager, Ramona approaches marketing not only as a profession, but as a creative outlet. She has a passion for all things artistic and strives to create content that is educational, yet quirky and entertaining as well.
With a B.S. in Marketing from the UCONN School of Business, Ramona is a frequent contributor to the HubSpot blog and a nonprofit consultant. Outside of IMPACT, she is a design, movie, and pop culture buff, and a fierce advocate of free hugs.