(excerpted from Best Practices in Influencer Marketing)
While influencer marketing can yield big benefits, there are some potential pitfalls. Primary among them, is that it can be a lot of work, and results are not guaranteed. As Natarelli notes, “The nature of the media landscape today requires constant optimization and tinkering. You have to see audiences as fluid and fickle. Therefore, it is hard to sometimes identify and hold on to success. Clients looking for sure bets and silver bullets will be disappointed.” (more…)
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At Strategic Communications, we are strong advocates for social media marketing. The challenge faced by many businesses — particularly smaller organizations without a sophisticated marketing department with the ability to conduct focused market research — is that it’s not always easy to tell how those efforts contribute to growing revenue. Consequently, it’s hard to know just how much social media marketing to do.
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