What's your process for finding and vetting social media influencers?

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Social media influencers can be powerful allies for your brand, but finding and vetting them can be challenging. You want to work with influencers who are relevant, authentic, and engaging for your target audience, and who can deliver on your campaign goals and expectations. In this article, we'll share our process for finding and vetting social media influencers, and give you some tips and tools to make it easier and more effective.

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DANIELLE GUZMAN

Coaching employees and brands to be unstoppable on social media | Employee Advocacy Futurist | Career Coach | Speaker

1 Define your objectives

Before you start looking for influencers, you need to have a clear idea of what you want to achieve with your influencer marketing campaign. Do you want to increase brand awareness, generate leads, drive sales, or boost engagement? How will you measure your success and ROI? What kind of budget and timeline do you have? Having these objectives in mind will help you narrow down your search and align your expectations with the influencers you choose.

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DANIELLE GUZMAN

Coaching employees and brands to be unstoppable on social media | Employee Advocacy Futurist | Career Coach | Speaker
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Take it a step further first. KPIs like clicks, reach, engagement are great but are not tied to business output and impact. These are steering KPIs or metrics. For each objective go a step further and be clear the business KPIs you are engaging influencers for. This is how you will be able to build a robust set of results and business case for investment in influencers and get the executive buy in you need. Ex. If it’s for talent acquisition, in addition to the steering KPIs shared, add the business KPIs of applications completed, individuals hired. Now with that said, take this plan to the influencers you’re considering to ensure they can effect that change. You’re hiring humans, and access to their expertise, style and community.

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2 Identify your criteria

When selecting influencers, you need to define criteria that will guide your decision-making process. This should include niche, audience, reach, engagement, content, and credibility. For niche, consider the main topic or industry that the influencer covers and if it is relevant to your brand and audience. Audience should be evaluated in terms of their demographics, interests, and pain points and how they align with your buyer personas. Reach is important too; evaluate how many followers or subscribers the influencer has and the resulting impressions, views, or clicks. Additionally, look at engagement; assess how active and responsive the influencer's audience is and how often they like, comment, share, or save content. Content should be evaluated as well; consider what kind of content the influencer creates and what platforms they use. Also look at tone and style to ensure it fits with your brand voice and values. Finally, evaluate credibility; consider how trustworthy and influential the influencer is in their niche and how they interact with their audience and other brands. It's also helpful to look for previous collaborations or testimonials.

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3 Search for potential influencers

Once you have your criteria, you can start searching for potential influencers who meet them. To do this, you can use relevant hashtags to find influencers creating content around your niche or industry. For example, if you are a vegan food brand, you could search for hashtags like #veganrecipes, #veganlifestyle, or #veganinfluencer. Additionally, there are various tools such as BuzzSumo, Upfluence, or AspireIQ which can help filter influencers by niche, platform, location, reach, engagement, and more. Lastly, you can ask your existing customers, followers, or partners for recommendations or referrals of influencers they follow or trust. This will help identify influencers who already have a connection with your brand or audience.

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DANIELLE GUZMAN

Coaching employees and brands to be unstoppable on social media | Employee Advocacy Futurist | Career Coach | Speaker
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In addition, look for organizations that focus on this. Onalytica is a fantastic organization that has a global platform where you can find, understand and engage influencers. Top Rank is another one. Also get scrappy and google influencer lists. Look up individuals on that list, their content, and conversations as you go through discovery. And last, look up events related to your topic and publications, capture names of keynotes and authors and look them up. Often influencers work in these areas and it’s a great way to find them and with credibility.

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4 Evaluate and contact influencers

Once you have compiled a list of potential influencers, it is important to evaluate them and contact them to see if they are interested and available to work with you. To start, take a look at their profile; consider their bio, content, followers, engagement, and reviews. Does the influencer match your criteria and objectives? Are there any red flags or controversies that could harm your reputation? Additionally, research their rates; some may have their rates or media kits on their profiles or websites while others may require you to contact them for a quote. Compare the rates with your budget and see if they are reasonable and negotiable. When reaching out, send a personalized message or email introducing yourself and your brand, explaining your campaign goals and expectations, and inviting them to collaborate. Pay attention to how they respond and communicate with you; are they polite, professional, and enthusiastic? Do they understand and share your vision and values? Lastly, ask for examples of previous collaborations or testimonials from other brands. See how they performed and delivered on their promises. Did they meet the deadlines, follow the guidelines, and achieve the results?

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DANIELLE GUZMAN

Coaching employees and brands to be unstoppable on social media | Employee Advocacy Futurist | Career Coach | Speaker
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Start by remembering that true success comes through building relationships and not treating influencers as transactional. Do a thorough review of their social pages beyond the channel you want to use them on as it’s key there is a culture fit. Influencers are empowered to bring your brand to life - they’re not there to be told what to do - so alignment and trust from the start is key.

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5 Finalize the agreement

The last step in working with influencers is to finalize the agreement. This involves signing a contract which outlines the terms and conditions of the collaboration, such as the deliverables, timeline, payment, disclosure, and ownership of the content. You should also provide a brief that specifies the objectives, requirements, and expectations of the content. Additionally, you should have a system to track and measure the performance and impact of the influencer's content, such as reach, impressions, engagement, leads, conversions, or sales. Providing feedback and support to the influencer throughout the campaign is also important. Finding and vetting social media influencers can be a difficult task but it can be rewarding if done correctly. By following these steps you can find and work with influencers who can help you grow your brand and reach your goals.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What's your process for finding and vetting social media influencers?

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3

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1 Define your objectives

2 Identify your criteria

3 Search for potential influencers

4 Evaluate and contact influencers

5 Finalize the agreement

6 Here’s what else to consider

Social Media Marketing

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What's your process for finding and vetting social media influencers?

1

2

3

4

5

6

1 Define your objectives

2 Identify your criteria

3 Search for potential influencers

4 Evaluate and contact influencers

5 Finalize the agreement

6 Here’s what else to consider

Social Media Marketing

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