Influencer Evaluation Questions

How to value activity

Mat Morrison tackles the question in a post about the different types of influence and evaluates different methods to think about measurement:

The only problem is that no-one knows how the hell to value this stuff. There’s no clear, objective way to select talent. We’re all relying on personal relationships, gut feel, and our contacts at talent/artist management companies. It’s all a bit Ari Gold.

[…] I’d strongly caution against adopting new metrics or KPIs for influencer marketing. Instead, try to judge influencer activity against your existing activity. Does adding incremental “influencer” activity increase efficiencies at an acceptable cost?

Complement with my talk on influence for ideas on how to connect with influencers once you identify them.

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