The high-profile story of a Dublin hotel banning “all bloggers” after a blogger asked for free accommodation has raised much debate among the media, with some criticising the blogger and others saying the venue went too far.
If you’re judging the situation by the old adage – there’s no such thing as bad publicity – then both parties come out as winners with thousands of social media posts and media articles dedicated to the fallout.
Either way, does this mark a watershed moment for brands’ work with influencers? It certainly points to the need for greater clarification where influencers can clearly explain – and justify – the business benefits generated by exposure on their social media channels.
Likewise, brands need to carefully consider, particularly as we reach social media saturation with hundreds of new bloggers entering the scene. Consider this – is the influencer is the right fit for the organisation? Are they targeting the right demographic? What’s their blogging style and areas of focus? How exactly will they provide content around the brand – a review, picture caption, product name check, url – and how authentic is this content?
Each influencer-case needs to be considered on a case-by-case basis. The brand should not be afraid to say no and should not expect any repercussions as a result. Communication is key, as is making sure both parties understand the mindset and requirements needed to collaborate successfully. A direct dialogue is particularly important to ensure both sides are protected, and a robust social media strategy should be put into place.
Strategic collaboration between bloggers and brands can – and does – work. Done right, gifting and influencer engagement has fantastic results and should definitely be part of most brands’ marketing & PR strategy. If anything, we’re likely to see the continued rise of influencer marketing as the year unfolds.