3 Steps to Choosing the Right Influencer in Real Time
Every second you waste during a real-time event is an opportunity lost – and a chance for a competitor to step up. When news breaks, topics trend or crises strike, you need to reach and engage your audience as soon as possible. But how?
Align your brand with an influencer.
A third-party advocate can give your brand authority over a real-time event and encourage your audience to listen to what you have to say. But not every influencer will make the best partner.
Here are three steps to identifying the influencers that will help your brand most in real time:
1. Create your list in advance
Preparation for real-time opportunities starts way before they hit. By compiling a list of potential partners now, you’ll be ready when it’s time to call on them for help.
Use your media database to research influencers in your industry and find the ones that best fit your brand. Look at what topics they are interested in and talking about and how these topics align with your brand. Don’t limit yourself to influencers who have a large following. Determine whether or not an influencer’s audience is engaged instead.
Once you’ve created a list of influencers to target, build rapport by engaging and connecting with them online. By consistently nurturing them, they’ll be more likely to help you out when the time comes.
2. Establish your goals
Once an event occurs, you need to determine what you want to get out of it and what angle you will take. How will you approach the event? What will be your game plan? How will an influencer help you?
Before reaching out to an influencer, figure out what your goals for them are. Perhaps you want to spread awareness of your brand, offer a new perspective, correct misinformation or inspire action.
Depending on your goals, one influencer may be a better match over another. Consult your list and look for the influencer whose ideas on the real-time topic align with your brand’s intended angle. Whatever your goal is, make sure you clearly define it when you make the ask.
3. Monitor the event
In real time, things happen fast, and if your brand wants to remain at the forefront of the conversation you need to stay on top of what’s being said.
Use social listening tools to analyze the conversation surrounding the topic, your brand and your influencer. You’ll discover who the big players are in the conversation and the impact your influencer is making on your audience.
You may even find new opportunities to take advantage of. Monitor to identify other influencers with opinions similar to your brand’s. You may want to reach out to them to help further your brand’s position.
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