2014 saw the rise of “influencer marketing.” The term and strategy behind it flooded blogs and social media; over 700 articles used the term through November 2014, according to a BuzzSumo search.
I, like many, began the year with influencer marketing as a focus. As the newly minted community manager for Kapost, my job not only entailed leading social media growth, but involving marketing influencers in that growth. The thought was to engage and build relationships with this group of individuals on a regular basis, understanding their potential to steer a wider audience to our content and product.
I even devised a “funnel” to track engagements and the results of those engagements. This made me accountable for driving a certain number of actions each month. The idea was to involve more influencers in more overall actions each month, but also lead them toward eventual advocacy of our product, without necessarily needing regular prompting from me.
