Be Good to Your Social Influencers

Written by Nick Stamoulis

There is no denying that social media marketing has become a critical component of your online marketing success. A strong social presence helps get your content in front of a wider audience, which in turn can create more natural links. A strong social presence also lends credibility and authority to your online brand, as the search engines move towards rewarding “above the board” actions. After all, a brand (or person) is much less likely to try and spam their way to the top of the SERPs when their name is out there for all to see. But being active in social media isn’t enough to really cement that social authority. In order to build your authority you need to connect with other influencers in your industry and build strong relationships with real people, not just bot accounts.

But if you want to connect to real people and build any semblance of a real rapport you have to give a little to get a little! It’s very tempting to use your social platforms as a way to blast your network with your own content (which isn’t inherently bad) but you also have to remember that social media marketing should be a conversation, not a fire hose of information. You are probably not the only voice and personality in your niche and it’s so important to establish connections with those other authority figures and influencers because that helps connect you to a wider network. And if you want to connect with someone there has to be a give and take of information, right?

Social media marketing expert Jasmine Sandler says:

…Create a relationship based on a truthful and development connection. Brands need to first find them and then be consistent with providing content that they can engage with that supports the brand promise. Just as the brand wants the influencer to connect with their content, in social, the brand must then also support the influencers and theirs. It is an ecosystem. Connecting positively with influencers in social media is a real key to making social work. The influencers will share your content and give it that needed stamp of approval. Think of the influencers as your best clients.

Think about how good you feel when a piece of content you’ve published gets a bunch of reTweets, Facebook Likes, or is shared on LinkedIn. It’s always great to see your content resonating with your target audience and catching people’s attention. Unless you live in a vacuum, chances are you come across content that other people have written that captures your attention and hit homes in some way. Why not give those writers/bloggers/influencers a little social love? By sharing other peoples’ content you are taking the first step in building some kind of relationship with that influencer. You are also leaning on the value and reputation of those influencers to help build up your own brand. When you share content written by popular and respected industry figures you are tying your own reputation to theirs in a small way—your social share is a vote in their favor, just like when someone shares your content they are giving you and your brand the thumbs up.

Social media marketing is all about creating touch points in as many places as possible, broadening your own social network and establishing your reputation as an industry thought leader. But in order to reach more people you need the help of top influencers to share your content, introduce your brand to their own social connections, and lend credibility to your social actions.

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