The Week in Social #331

We spend the week reading the best things we can get our eyeballs on and on Fridays we share them here with you as The Week in Social. 

Read anything good that we missed? Share it with us on Twitter or give us your thoughts at @UnionMetrics.

On influencer marketing

B2C is still the default when most people think of influencer marketing, so Debbie Friez cleverly put together A Taste of Social and Influencer Marketing: What B2B Can Learn from B2C #SMBMSP for the Top Rank Marketing blog. One takeaway?

“The Big B2B Takeaway: Work hard to develop real relationships with potential influencers. That means going beyond the social media surface to understand who they are, what excites them, and what motivates them. This will help you have more meaningful interactions from the beginning, and make collaboration more appealing when it comes time for the ask.”

Influencer relationship management is something that will be hugely important in 2019.

Another good read on this is Ronn Torossian’s Mastering Influencer Marketing:

“Defining both short-term and long-term goals will help you choose the right influencer and then have a measuring rod to determine the success of your influencer marketing strategy.”

On everything else

As we wrap up 2018 and plan for 2018, here’s a look at the Top 10 Branded Content Wins of 2018 from Theresa Braun for Likeable Media’s blog. Use these examples to infuse a little creativity into your content strategy for the coming year.

You might also want to consider what your brand’s stance is on the big, important issues, since Peter Adams and Erica Sweeney  report that 63% of consumers prefer to purchase from purpose-driven brands, study finds in Marketing Dive. You definitely can’t fake it though:

“Nike’s recent ‘Just Do It’ campaign starring the free agent NFL quarterback and social justice activist Colin Kaepernick has become a bellwether for brands successfully communicating purpose in their marketing while also driving business results. However, as a number of researchers have noted, including Forrester and now Accenture, the purpose-led approach must extend beyond one-off campaigns and statements to read as authentic. Nike, for example, has pledged to donate $5 million to organizations dedicated to ending gun violence, per the ANA news release.”

Platform updates

Every week we keep an eye on the latest platform updates and share the ones we think are the most relevant here.

This week:

Thanks for reading and we’ll see you again next week!

Image source: The Found Animals Foundation