Influencer Marketing and Reputation Management

Company Representation Matters

When it comes to the reputation of a person, there is one rule that everyone follows, when they pass judgment. Who you associate with and their group behavior will determine how other people will define you. If someone catches a group of people doing good things, they will see anyone associated with them as good people.  If they catch a group of people doing harmful things, they will lump that group of people into the category as harmful.  That is the reason why most of today’s public see politicians as liars, policemen as violent, and teenagers as foolish.

cliquesThe rational part of a person’s brain knows better than to assume that not all politicians are liars, or that all teenagers are stupid, but humans are emotional decision makers first.  People are prone to creating bias. Even without full context.  It is not a fair rule, and it takes a long time for a person to build a positive reputation over a negative one. But all things worthwhile will take the time and effort in order to succeed.

The same logic can be applied to companies, brands, and mascots. As long as a person can attribute a personality to a brand or a company, they will use the same judgment. And when a business starts to gain traction and a community starts to develop its product, influencers will start to appear. But how do you know who should represent your company? Nobody wants to stake the reputation of their company on someone that is a poor fit or is just unreputable.  Today, I will focus on the traits that a company should look for when choosing to back a marketing influencer.

 

Does your Influencer Align with your Company Values?

company values, group values marketing influencer

Your influencer doesn’t have to believe everything that the owner of the company does, and does not have to approach certain things the same way.  After all, people are different.  And it takes a team of different people with different talents to make a company work.  But, it is important for everyone that works for your company to have the same goals and mind. Especially the face of your company.

Is your company community minded? Are they about embracing diversity, being a child-friendly platform, or promoting creativity? When you are able to pin down your company’s values, you start to shape its identity.  When you start to shape its identity you will be able to get a better idea of what kind of face to give your company.

Your influencer should be able to share and promote the values of your company in order to use their powers of influence marketing to give audiences the right impression of your business and its products.

 

Does your Influencer have an Understanding of Ethics and Social Responsibility?

 

 influencer marketingThis is one of the major lessons in hindsight that large companies and even some political groups are learning the hard way.  If your marketing influencer has little understanding of just how seriously people take their actions, you should not use them as the spokesperson. If your marketing influencer does not have a clear understanding that people will associate their behavior with their sponsors, you should not endorse them.  Your prospective endorsee’s first reaction to criticism about making openly racist slurs on social media is “It’s just a prank, bro” then you should not be dumping millions of dollars from your advertising budget to have them represent your brand!

If you expect to have workers in retail to be polite, you should at least expect the very same from your marketing influencer.

That is why Youtube as a brand and company is going through a serious reputation scandal, and why Fox News has lost many advertisers before they fired Bill O’Riley.   These scandals all came to light within the time frame of late last year to early this year.  Even more of them are coming to light because companies are focusing on excusing bad behavior instead of cleaning house.

If you want to avoid this sort of fiasco while your business is growing, you should have the foresight as a company to react appropriately to that behavior and nip it in the bud. When your company is in the middle of the hiring process pay attention to what they are doing with their influence already. Should they be using their influence to brag about their income, or treat other people with open disrespect, then they are a walking talking PR disaster waiting to happen.

 

Does your Influencer Understand your Product/Service?

 

influencer marketing

 

Anyone popular can stand in front of a camera, hold something up and say “Buy this”.  But let’s be real with ourselves. If that tactic worked today, we wouldn’t be spending so much money on

marketing research.  Popularity alone doesn’t sell. People are emotionally attached to what they want to buy.  People only buy what they believe works.

And if a marketing influencer is involved in the persuasion process, then they need give off the natural impression that they believe in the product they are selling. The more they believe in what they are sponsoring, and the more they can convey that to an audience, the more the audience has faith in their purchase making decision.  It would be an added bonus and excellent boon to your company if you are able to find an influencer that:

 

  1. Actually believes in what they are selling.
  2. Are able to explain the product to someone outside of their target demographic.

 

If you want to know more about influencer marketing, click the article here. If you want to schedule a marketing consultation, head Home and click on the pop-up!

By |2018-04-24T15:17:51+00:00April 21st, 2018|Post|Comments Off on Influencer Marketing and Reputation Management

Being Social on Your Social Media Part 2

Being Social on Your Social Media

 

Aside from a few bigger companies that fear no controversy, most small to medium-sized businesses are very passive with their social media presence.

It’s like, they are aware of what social media is, and put up a page. However, they hardly do anything with it aside from the bare minimum.  It’s almost like they understand the media part of “Social Media”, but don’t understand its use as an interactive platform. So, I am going to go over some ways that you can make your social media more social.

 

Ways to Interact with Other Businesses

 

Brag About Your Business in a Fun Competition

One of the major things that people do on their private social media, is brag about the good things that happen in their lives. Sometimes, its a picture of a scrumptious meal, other times, it’s a photo of an amazing outfit or a breathtaking view. The point is, that if something awesome is happening in their lives, they are going to feel the need to brag about it.  Why shouldn’t businesses social media accounts do the same thing?

It always brings a boost to someone’s day when they get a chance to brag about something they love to do, and it gives your audience on social media a chance to take part in what makes the people in your workplace excited.

For example, I know that one of the few things that everyone on the internet can agree on is that baby animals are adorable.

So, when the Smithsonian national zoo posted, a picture of their latest arrival,

View image on Twitter
 The Virginia Aquarium decided to throw down a challenge that their animals were cuter.
View image on Twitter
After that, a friendly “twitter war” from every zoo and animal rescue center was declared over which animals were the cutest.
Who won? Everyone. Audiences got to see some adorable animals, the zoos got some free promotion, and everyone was left feeling happy.

And it doesn’t have to stop!  Not all friendly twitter wars need to be about adorable baby animals! It can be about how ridiculous someone could dress up in a costume shop, or how much cool stuff can be found in a retail store, or how creatively a grocer can stack the soda display. The possibilities are endless! As long as things are kept light-hearted and amusing, there would be no reason that you shouldn’t brag about your business social media page.

 

Collaborate on a Charity with a Rival

 

charity event,social media

 

There is an old saying, “The enemy of my enemy is my friend”.  In a world full of self-interest, profit margins, and bottom lines, we don’t hear that often about businesses working together to fight for a cause.  While healthy competition can be a good thing for growth, our society also relies on cooperation for survival. Even Charles Darwin had even outright stated in his published work The Descent of Man, ” There can be no doubt that the tribe including many members who are always ready to give aid to each other, and to sacrifice themselves for the common good, would be victorious over other tribes. And this would be natural selection.”

So, why don’t you try a new approach to your business’s publicity by collaborating for a charity? Find a cause that you have in common with your corporate business rivals and create a charity event. Maybe the public schools in your area are underfunded? Or perhaps, you both know a children’s hospital that you would be willing to donate to? Whatever the cause, as long as you can be seen doing right by your local community, you will only receive the best of publicity. And what is one of the best ways to record and share a collaborative charity event? Your company social media. When you do something for your community, people will take notice and every business needs the occasional positive attention.

 

We are Purple Tie Guys, Social Media Experts, SEO Enthusiasts and Top-notch Web Designers from North Alabama. If you like what you read, check out this article! Or this one! If you want to book an appointment, Click here and check out the Pop-Up!

By |2018-04-14T17:38:30+00:00April 14th, 2018|Post|Comments Off on Being Social on Your Social Media Part 2

Being Social on your Social Media Part 1

Being Social on Your Social Media

 

Like anyone who has a specialized job or skill, you often live, breathe and die by your knowledge of your trade. Naturally, that means you incorporate it to as much of your daily life as possible. My sister, for example, is a psychology student, and she can’t go a day without noticing things that factor into an individual person’s behavior. It is the same way with me and marketing or visual design. So it should come as no surprise that I, a person who has dedicated herself to a career of marketing in a business filled with social media experts, notice a trend in businesses and their social media accounts.

Aside from a few bigger companies that fear no controversy, most small to medium-sized businesses are very passive with their social media presence.

It’s like, they are aware of what social media is, and put up a page. However, they hardly do anything with it aside from the bare minimum.  It’s almost like they understand the media part of “Social Media”, but don’t understand its use as an interactive platform. So, I am going to go over some ways that you can make your social media more social.

 

Interacting with Other Customers

 

Greet Each and Every Follower

 

seo experts, social media, customer serviceAny business owner with a brick and mortar store will tell you that the most important thing to do, to gain business, is to interact with your customers. A good employee and a good store owner would go out of their way to ask customers how their day was, figure out what they are interested in, and find something in common.

If that’s the foundation of customer interaction, then why on Earth should the level of customer service go away as soon as your business became digital?

People are using social media to inform their purchase decisions more than ever! Why waste an opportunity to engage with them? Heck, even in the latest study that polled multiple customers, they stated that response was the utmost important thing to them on a business’s social media page!

When people visit your social media account or add you as a friend, they are doing the digital version of walking through your door and looking around.  If you do not provide them with a friendly greeting or are silently watching them comment,  you are literally doing the opposite of customer service. It would be no different from ignoring somebody while they are talking to you.

It doesn’t need to even be an overly official or a grand gesture. A simple “Thanks for liking our page!” is enough. Staying silent on your social media is doing a disservice to your business because customers will not have made a connection, ultimately leaving your business to be forgotten.

Offer Opinion Posts and Ask Questions

 

Whether your company has a mascot, or if the face of the company is its workers, it is beneficial for your business to use social media to engage in public posts. By striking up a conversation or posing a question to your audience, you are giving the public a stronger impression of your brand. This may seem difficult to someone who is not “social media-minded” or knows any social media experts. However, your customers will find your company more likable if they feel they have someone or something to relate to. And the best way to relate to someone is an open conversation.

For instance, most people work at a 9-5 job. A simple statement of “Yikes! It’s another Manic Monday!” or “Free at last on Friday night!” are ways to get people to relate to you and by association your company in a tasteful and harmless way with a pinch of humor.

 

customer engagement, social media, seo experts

 

The key to pulling this off successfully is to abide by a few general rules of social media etiquette:

  1. Don’t be disrespectful or  have malicious intent with your posts
  2. If you are not qualified to talk about a topic, do not engage in that conversation.
  3. Avoid taking hard-line stances on opinions ( unless it is satirical like pineapple on pizza.)
  4. Don’t state opinion as fact or declare something without evidence.
  5. Avoid talking about sensitive topics things like politics or religion unless it is your literal business.
  6. Be polite with people engaging you in conversation.
  7. Spell and grammar check everything before you post.
  8. Never post when you are tired or angry.

 

Good Examples:

A coffee shop on Instagram with a photo of several cups of their unique coffee drink mixes asking, “Which one is your favorite?”

A toy store with an employee posting a photo of him holding his favorite childhood toy with text below stating, “This was my favorite toy growing up. What was your favorite toy as a child?”

Bad Examples:

A clothing store employee posting about their terrible breakup and using the companies Facebook business page.

A restaurant business owner stating on Twitter that he was sick of immigrants taking over the country. He then states that he spots a few illegals in a rival restaurant from across the street, in hopes of destroying their reputation.

 

More suggestions in Part 2!

 

We are Purple Tie Guys, Social Media Experts, SEO Enthusiasts and Top-notch Web Designers from North Alabama. If you like what you read, check out this article! Or this one! If you want to book an appointment, Click here and check out the Pop-Up!

By |2018-04-06T12:56:32+00:00April 6th, 2018|Post|Comments Off on Being Social on your Social Media Part 1