{"id":930,"date":"2018-06-25T11:30:51","date_gmt":"2018-06-25T11:30:51","guid":{"rendered":"http:\/\/scoreindia.org\/blog\/?p=930"},"modified":"2025-02-18T13:25:55","modified_gmt":"2025-02-18T13:25:55","slug":"influencers-public-relations","status":"publish","type":"post","link":"https:\/\/scoreindia.org\/blog\/influencers-public-relations\/","title":{"rendered":"Social media influencers as a catalyst in Public relations"},"content":{"rendered":"<p>A few weeks ago at ZEE Melt, a young chap named <a href=\"https:\/\/twitter.com\/Bhuvan_Bam\">Bhuvan Bam<\/a> was invited to speak to a room full of senior professionals from media and communications \u2013 on the power of social media. Bhuvan is a YouTuber, singer and song writer and boasts of over 8 million followers on YouTube and 2 million on Twitter (yours truly is one of them), both numbers quite impressive for a 23 year old. <!--more-->Arguably, he wields a greater influence \u2013 qualitatively and quantitatively &#8211; on his loyal following than most journalist do even with their bylines and followers. And brands are beginning to take note of him, and so many others like him.<\/p>\n<p>They are beginning to recognise the individuality and uniqueness of our audiences, and are segmenting them into <a href=\"https:\/\/anacanhoto.com\/2016\/10\/06\/consumer-segments-vs-tribes-and-what-it-means-for-marketing-strategy\/\">tribes<\/a> \u2013 smaller and more heterogeneous interconnected groups. Most brands are also becoming increasingly clear about what they stand for, and how they articulate it \u2013 the positioning. Hence brands are increasing the contribution of influencers in their earned media mix, if not driving the entire strategy through them.<\/p>\n<p>Here\u2019s an example we love to use in our <a href=\"http:\/\/scoreindia.org\/Post-Graduation-in-Public-Relations.html\">Post Graduate Institute of PR<\/a> to illustrate this \u2013 BBlunt\u2019s dry shampoo launch. When <a href=\"\/www.bblunt.com\/\">BBlunt<\/a> launched to consumers who are mostly online, &amp; not easily impressed by Ads &amp; Celebrities. Instead of these conventional options, they invited fashion, lifestyle, beauty bloggers\/vloggers to try out the shampoo &amp; be a part of a music video on it. The video went viral as the influencers shared it, users <a href=\"https:\/\/www.bblunt.com\/blog\/bblunts-dirtylittlesecret-takes-the-internet-by-storm-nykaa-beauty-book\/\">chimed in<\/a> on their #DirtyLittleSecret.<\/p>\n<p>Check out the music video:<\/p>\n<p><iframe loading=\"lazy\" title=\"BBLUNT&#039;s #DirtyLittleSecret The Dry Shampoo Anthem Feat. Adhuna Bhabani &amp; India&#039;s Top Bloggers\" width=\"1200\" height=\"675\" data-src=\"https:\/\/www.youtube.com\/embed\/pERBNdqq0kI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe><\/p>\n<p>It is as important to identify the right influencers as it is to understand how to integrate their influence into the overall strategy appropriately. Here are some important things to consider while constructing a social media influencer strategy.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/scoreindia.org\/blog\/influencers-public-relations\/#1_Identifying_the_influencers\" >1. Identifying the influencers:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/scoreindia.org\/blog\/influencers-public-relations\/#2_Invest_in_relationship_building\" >2. Invest in relationship building:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/scoreindia.org\/blog\/influencers-public-relations\/#3_Collaborate_on_content\" >3. Collaborate on content:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/scoreindia.org\/blog\/influencers-public-relations\/#4_Trust_their_expertise\" >4. Trust their expertise:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/scoreindia.org\/blog\/influencers-public-relations\/#5_Optimise\" >5. Optimise<\/a><\/li><\/ul><\/nav><\/div>\n<h3><span class=\"ez-toc-section\" id=\"1_Identifying_the_influencers\"><\/span><strong>1. Identifying the influencers<\/strong><strong>:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A good starting point is to look directly at your audience demographic. Subsequently you want to map out which categories of content or interest complement your brand\u2019s personality and narrow down on influencers that operate in those areas. Look at different platforms as well \u2013 most influencers will probably be present across all major platforms but may be influential to different degrees on each of them \u2013 and therefore their relative priority will vary. Avoid overlap of influencers over audiences to maximise the impact your strategy creates.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Invest_in_relationship_building\"><\/span><strong>2. Invest in relationship building:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Once you have identified an influencer, convincing them to believe in your brand the way you see it might be a long process. Such relationship building can take time and require unique approaches for each influencer but this investment is worth it. Furthermore, you may need influencers for a one off campaign but building such relationships can help mobilise their influence at the time of need on short notices.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Collaborate_on_content\"><\/span><strong>3. Collaborate on content:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Content will be the fuel of your strategy. Help them with the resources they need to develop powerful, good quality content \u2013 resources in the form of research, data, infrastructure or your products\/services. Ensure that there is collective consensus on the intended outcome and the messaging through which it is achieved but let the influencers control the storytelling.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"4_Trust_their_expertise\"><\/span><strong>4. Trust their expertise:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Have faith in their ideas and tonalities. If they are a significant influencer to a certain tribe, they know what they\u2019re talking about. Give them the independence. They know how to stimulate and engage their audiences the best, let them take the lead on creative direction.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"5_Optimise\"><\/span><strong>5. Optimise<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>One of the biggest assets of social media is the great deal of measurability of the quality and quantity of impact you\u2019re able to create. The tactics to measure the influence wielded by your influencers should be embedded into the strategy right from the beginning and tools must be identified that will help you do so. It is important to understand and measure their relative influence across platforms, and optimise during and after the campaign by allocating resources to high performing approaches.<\/p>\n<p>In an era where each individual has the tools, capability and motivation to create and nurture their own circle of influence, with tribes getting narrower, it is imperative for brands to acknowledge their presence in their ecosystem. Journalists will continue to be an important part of earned media strategies, but brands have to be on the lookout for influencers who can create impacts that is more meaningful.<\/p>\n<p>\u2013 <strong>Hemant Gaule<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-medium wp-image-874 lazyload\" data-src=\"http:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2018\/05\/Hemant-Gaule-Pic-206x300.jpg\" data-sizes=\"(max-width: 206px) 85vw, 206px\" data-srcset=\"http:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2018\/05\/Hemant-Gaule-Pic-206x300.jpg 206w, http:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2018\/05\/Hemant-Gaule-Pic-704x1024.jpg 704w, http:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2018\/05\/Hemant-Gaule-Pic.jpg 730w\" alt=\"\" width=\"206\" height=\"300\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 206px; --smush-placeholder-aspect-ratio: 206\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-medium wp-image-874\" src=\"http:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2018\/05\/Hemant-Gaule-Pic-206x300.jpg\" sizes=\"(max-width: 206px) 85vw, 206px\" srcset=\"http:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2018\/05\/Hemant-Gaule-Pic-206x300.jpg 206w, http:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2018\/05\/Hemant-Gaule-Pic-704x1024.jpg 704w, http:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2018\/05\/Hemant-Gaule-Pic.jpg 730w\" alt=\"\" width=\"206\" height=\"300\" \/><\/noscript><\/p>\n<p>Hemant is the Deputy Dean and Co-founder of School of Communications and Reputation (SCoRe). He is an alumnus of Indian Institute of Management (IIM) Ahmedabad,\u00a0and has counselled brands in the private and political space.\u00a0He writes a column on Political Communications and can be found at\u00a0<a href=\"http:\/\/twitter.com\/hemantgaule\">@HemantGaule<\/a>\u00a0on Twitter and as\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/hemantgaule\">Hemant Gaule<\/a>\u00a0on LinkedIn<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"excerpt-hellip\"> [\u2026]<\/span><\/p>\n","protected":false},"author":1,"featured_media":7284,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[61,32],"class_list":["post-930","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-communications","tag-social-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - 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