Wednesday, June 15, 2011

Influencer Management on the "Interweb"

It's like the Wild Wild West out there when it comes to identifying and maintaining relationships with influencers to support your brands reputation management efforts. Just staying on top of the latest topic du jour, written by an ever-shifting landscape of influencers can be a challenge. Sure there are mainstay blogs and websites that have emerged and contributors to these are a bit easier to follow, but some are still unsure what they want to be when they grow up and lack accountability.

Probably one of my biggest frustrations are blogs that censor the comments of organizations that attempt to offer legitimate observations about a post in which they are referenced. You can imagine that this becomes even more critical on those occasions when dealing with a blogger who consistently opts to not call for comment. You would probably be shocked at some of the well-established blogs that are offenders. Some of which are funded by organizations that traditionally have had impeccable reputations.

I haven't been able to understand the rationale they must follow where they think that it is acceptable in this day and age of the "interweb" to not allow participation in the conversation they are starting. Journalistic standards notwithstanding, seems to me that this approach runs counter to exactly what social media is all about.

Before I start to make this seem like a rant against any one blog, I'd like to offer one reminder. Regardless of what you might think about a particular organization, keep in mind that in many cases there are communications practitioners serving as representatives who believe their reputation is on the line everyday.

In fact, there is no place in this new world for traditional "spin doctors." Social media has made us all more accountable and forced an evolution in which the survivors will be those that believe their reputation is more important then trying to offer the latest company spin. We are out there. My word is my bond.


  1. So true.. What I'm afraid is correct is many bloggers are so used to the traditional "spin" from some players in the airline industry, they become jaded and don't see value in engaging the appropriate comm folks.

    I think it's a big responsibility of any large org to make the brand's message direct, loud, and clear to overshadow those blogs which may not be interested in some others' perspectives.

  2. @briadavi you are definitely onto something! I can be loud!! :) I appreciate your insight.