What Social Media Managers Look For in Influencers
I probably get about 30 collaboration requests a week. On top of content creation, digital and paid media account management, business development, and trying to eat and breathe, it can be a little difficult finding qualified and dedicated Influencers that wish to promote our brand.
I and other Social Media Managers know better than to advertise our work emails on our brand's Instagram and Facebook pages. We have the type of audience that is eager and persistent, which isn't always a good thing. I already get inquiries straight to my email (and phone!!!) from friends of women I've worked with. Please don't be this person who gives out someone's personal information. It's unprofessional and disrespectful and can really hurt your relationships with your network!
I've mentioned in a previous post that Social Media Managers wear a lot of hats, depending on their company's situation. For me, working at a startup can be a bit chaotic. My days are never the same and sometimes projects take precedent over others. It's important to recognize that, when you reach out to social managers, that facilitating partnerships might not be their only job. You can make it easy for them by being professional. Here's what I mean:
- If the company has already said they want to move forward but hasn't followed up, send them a quick email message reminding them you're excited to collaborate and ask for next steps.
- Answer emails or messages from the Social Media Manager in a timely manner. (a lot of things, especially in startups, are time-sensitive!)
- Read all contracts thoroughly so you know the steps to publishing your content. (Ex: Give a disclaimer to your followers, link back to the brand you're promoting, include any messaging given to you from the company, submit for approval if necessary)
It's just common courtesy to be communicative with the person you're working with. Advertising operates on strict deadlines and schedules. If you can't work with the brand, the partnership will not be successful.
The only constant in life is change! Things change, people change, and partnerships change. It's inevitable that some thing can go wrong in a partnership, or some thing will need to be changed. Rolling with the punches and being flexible with the Social Manager not only makes you look good, but it shows that you are adaptable and coachable. That's a great quality to have not only in Influencing, but life in general!
An example, our company has an at-home version of our test and a Clinical version. Most of the time, the moms will opt for our Clinical version because it is full-service and not self-administered. However, some of our partnered studios have not completely adopted our new marketing guidelines, so I am hesitant to send bloggers to these studios because I feel they do not correctly represent our brand. So, I will have to tell the Influencer that we can only do an at-home test at this time. You may have had your heart set on the partnership going how you planned it in your head, but don't get upset if it doesn't go your way. There are plenty of qualified people who are happy to be working with brands according to the guidelines they are given.
Be an Advocate
These days, consumers look to Influencers and reviews rather than paid promotions. It's true, think about it. Millennials don't respond to celebrity endorsements anymore; they're searching google to find the best, cheapest, and most reliable. Brands are looking at your past partnerships and seeing how you represent their companies. Obviously, if the brand sees that you are a dedicated and strong fan, then they are more likely to work with you.
Working with brands and putting yourself out there can be daunting and scary, but these easy steps will help you fit the mold of a perfect Influencer. In order for companies to want to work with you, you need to offer them something they can't get anywhere else! Be sure to check out my post on how you can stand out from other Influencer partnership requests!