by Weber Shandwick

Conflict awareness

If, for example, you’re a food brand and an influencer is the right fit for you, it’s likely they’re going to be of interest to other food brands. Do your research and be honest with what you consider a conflict. Will it affect credibility if they are posting about a direct competitor, too? It may actually enhance their credibility, and it’s in everyone’s interests to ensure genuine content.


Brands need to have confidence in the social influencers they choose to work with.

You need to give them a clear and simple brief, and then the autonomy to bring it to life in the way that will resonate with their audience. Freedom to produce authentic and engaging content is more likely going connect them with their target audience.

The same rule of confidence and trust applies whether you’re choosing to work with long-term brand ambassadors or influencers in support of a specific product or service.


Acknowledge influencers when they post about your brand, whether it’s planned or not. Be courteous by showing that you value what they’re doing and compensate fairly. Consider brand trials and brand experiences. After all, continuing to invest in influencer relationships could present new opportunities for you both.

Amanda Gormley is a senior account supervisor at Weber Shandwick. This article first appeared as a guest post on Mumbrella

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