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Many platforms and tools (Buzzsumo, Traackr, LittleBird, Tracx, Klout, etc.) try to identify and quantify influencer metrics such as: Relevance Reach/Audience Quality Engagement Activity

when a brand is working with an influencer the perceived potential (“I have 18 million followers!!!”, etc…) of the influencer to create great content and move an audience has surprisingly little to do with how well they perform at attracting an audience to their branded content.

We have found the most under-appreciated relationship is the third leg of the triangle: the relationship between the author and the brand, which are driven by both tangible rewards (fairness, upside) and intangible motivations (autonomy, reputation, and mastery).

Optimization is a standard practice for most marketing channels. Not so much in influencer marketing, according the influencers surveyed. Influencers indicated that it is rare for marketers to ask for active campaign data and even more unusual that adjustments are made midstream.

One topic that the influencers strongly agreed upon is that longer engagements would produce better results. They believe their followers will see brand partnerships as more authentic and will become more familiar with the brand as they see it more. They also feel that micro-relationships, like one-post campaigns, are ad-like, which can discredit both the brand and influencer.

Many influencers provided anecdotes of high-performing content, especially on blogs, that lived long after the influencer marketing campaign ended. Examples of continued performance include content interaction, traffic generated to a website and appearance in search results. As an opportunity, marketers could engage with the influencer to amplify that content where it lives or extend it through paid support. At the very least, reengaging past successful partners or content should be top of mind.

In a market economy, the focus is on transactions. In a gift economy, the focus is on relationships.

In a market economy, people use money as a medium of exchange — a financial currency. In a gift economy, people use social currencies.

Social media are fundamentally gift economies. People are there to cultivate relationships, not conduct transactions. They exchange social currencies, not financial currencies. And status is earned not bought.

"Four out of five U.S. adults are involved in a social network," Band adds. The result: Businesses are increasingly trying to follow their customers' social networking updates. It's a logical extension of CRM, which is designed to help businesses broaden their understanding of customers' interests, needs, and concerns. Many business relationships today begin on the Internet, as customers increasingly find businesses from Google searches, Facebook fan pages, and Website visits, adds Brent Leary, a CRM and small-business technology analyst. So it makes perfect sense to track and build those relationships using cloud CRM services, especially if they offer social network monitoring.

• Highrise is a cloud CRM system that many small businesses like. Along with its CRM features, the system provides various third-party customer service applications, such as MailChimp, an e-mail marketing campaign service. Highrise offers a free plan for two users with up to 250 contacts. Beyond that ceiling, monthly plans start at $24 for up to six users.

#1 – Results are not immediate I call this the “seven week itch”. One thing that’s consistent with tech startups working with PR agencies or consultants for the first time is how antsy they tend to get before they start to see results

Here’s the mantra for Slow PR: Good results take time, require solid messaging groundwork and need a strong fostering of your media network. There are exceptions, but for the most part, solid, sustainable media results require a foundation that needs to be built.

If you have a new app and you want a review from a strong critic, make sure that the app is ready for that level of scrutiny.

Content creation is 80% promotion and 20% content creation. Part of that 80% is finding influencers.

Start out by contacting one or two that have the personality type you want to be associated with, a shared message, and that your audience would like.

Once an influencer sends their audience to you, work extra hard to keep the newfound audience engaged and coming back to you for more creative, influential, and authoritative content.

Where is the Listerine crisis management?It seems that the Listerine PR team have thrown Dixon under a bus. I can’t find any support for her situation.

Influencer advertising not influencer marketingInfluencer marketing is not influencer advertising. Influencer advertising is a subset of influencer marketing, but the subset does not speak for the whole category.The differences between Influencer marketing and influencer advertising have their roots in the differences between transactional marketing and relationship marketing.Influencer advertising is transactional and short-lived. Work is orientated around tent-pole campaign contracts between influencer and brand.

The important skill sets for influencer marketing are twofold: there are hard skills and soft skills.The hard skills are data-centric skills. That is looking under the bonnet and choosing influencers based on demographics, what they've produced before, their ratio between engagement of sponsored and organic content etc.The softer skills are crucial, too - building long-term and mutually beneficial, business-growth relationships.

99% of journalists say it’s somewhat important (9%), important (34%), or very important (56%) for a company to provide access to news releases within their online newsroom.93% of journalists say that it is important to have news releases organized by type of news category.94% of journalists say it’s somewhat important (14%), important (28%), or very important (52%) to have access to photographs within an online newsroom.90% of journalists indicated the availability of digital product press kits would be somewhat important (25%), important (34%) or very important (30%) for their work.75% of journalists say video files are an important component of an online newsroom.

Archived press releases are a fantastic source of inspiration for journalists, they provide historical insight into your company, can provide industry metrics (which journalists are always seeking) and ultimately give your media contacts some ideas for stories to run with.

Highlighting ContactsDepending on the size of your business, locations, industries and a whole host of other factors you may have several key media spokespeople on your list who can engage with the media.

By 2014, “Facebook the big news machine” was in full swing with Trending, hashtags and news outlets pouring resources into growing their Pages. Emphasizing the “news” in News Feed retrained users to wait for the big world-changing headlines to come to them rather than crisscrossing the home pages of various publishers. Many don’t even click-through, getting the gist of the news just from the headline and preview blurb. Advertisers followed the eyeballs, moving their spend from the publisher sites to Facebook.

In 2015, Facebook realized users hated waiting for slow mobile websites to load, so it launched Instant Articles to host publisher content within its own app. Instant Articles trained users not to even visit news sites when they clicked their links, instead only having the patience for a fast-loading native page stripped of the publisher’s identity and many of their recirculation and monetization opportunities. Advertisers followed, as publishers allowed Facebook to sell the ads on Instant Articles for them and thereby surrendered their advertiser relationships at the same time as their reader relationships.

This is how Facebook turns publishers into ghostwriters, a problem I blew the whistle on in 2015. Publishers are pitted against each other as they make interchangeable “dumb content” for Facebook’s “smart pipes.”

Last month the FTC issued warnings to celebrities who plugged products on their Instagram accounts without clearly identifying their relationships with brands. The letters were meant to “educate” the celebrities on how to post without violating the organization’s disclosure guidelines.

The FTC said it sent out similar letters to each influencer to “call attention” to the post in question. Each letter reads: “The FTC’s Endorsement Guides state that if there is a ‘material connection’ between the endorser and the marketer of a product — in other words, a connection that might affect the weight or credibility that consumers give the endorsement — that connection should be clearly and conspicuously disclosed, unless the connection is already clear from the context of the communication containing the endorsement. Material connections could consist of a business or family relationship, monetary payment, or the provision of free products to the endorser.”

The FTC cited cases in which disclosures appeared in captions at the bottom of a post, and were only found if consumers clicked on the “more” button to reveal the full text. Multiple hashtags, tags and links also were frowned upon, as they obscure the disclosure.

The increasingly technical nature of marketing means the marketing department has a closer relationship with IT than either is comfortable with.

We have found that aligning our organization along DevOps principles helps eliminate that friction. DevOps is a cultural and professional movement that is focused on building and operating high velocity organizations. The movement started in the software industry, but it’s more concerned with people and structure than with technology.

One key aspect of DevOps is the relationship between accountability and empowerment. The DevOps philosophy says that those who are most accountable for a specific change should be empowered to make that change themselves.

Google launched Universal Analytics Tuesday to help marketers sync and analyze data from across multiple marketing channels. The cross-channel tool aims to help marketers discover relationships among devices--desktop to tablets to phones to entertainment consoles--driving conversions.

Cross-channel analytics supports cross-media attribution, such as search, display, video, retargeting and more.

“Twitter’s ad products have proven to be a good platform for Kia, especially when attempting to maximize ‘in the now’ moments,” said George Haynes, social and digital media manager at Kia. “It provides real-time opportunities to engage with people as conversations and events are happening.”

“Promoted tweets are also a great way to join the online conversation about a major event or TV show, without having an official relationship or spending a ton on commercials,”

The Facebook news feed algorithm appears to be calculated both per fan and per type of post. That means a person might see Coca-Cola’s photo posts, but not the company’s link posts. There are six post types: a text-only status update, a photo, a link, a video, a platform post, and a question. The first four are the most commonly used.

After some research, its clear that a Facebook page gets more fan engagement from photos than links, statuses, or videos. In fact, photos get as much as twenty times more engagement.

My experiments show that you can get a good amount of clicks on links above photos.

Talk Time is a sales concept backed by research that values conversation with clients and prospects. Regardless how good a sales or account person is at “selling,” every minute they’re talking to a client or prospect is worth $25 per minute in future revenue. Whether you’re a bartender selling a drink or a Boeing VP selling a 737, the time you spend developing a relationship is valued at $25 a minute towards future revenue.

Agency owners should take note that obsession with the billable hour without creating connection is akin to stepping over dollars to pick up pennies.

Brands may not adopt Facebook's new ad media in large numbers: It seems unlikely, but it is possible that marketers are just not prepared for the dynamic new ad model Facebook has unveiled.

FTC pushes for much more obvious disclosure of sponsored ads in users' newsfeeds: Allowing marketers to turn their posts into ads within the newsfeed is not new--Twitter is already doing the same thing with Promoted Tweets--but is the fact these are paid ads obvious enough to users? The Federal Trade Commission (FTC) has a longstanding standard that people must recognize ads as such and cannot be duped into thinking advertising is content.

"MySpace felt a lot of pressure to monetize quickly after it was sold to News Corp. And I think as result, they added advertising, they added things we might consider to be spammy, things users found intrusive."