個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
How People With Influence Can Help
內容大綱
Many social media platforms exist today, but the thing all of them have in common is that they are used by real people. Algorithms and analytics are typically what marketers focus on when utilizing social media; however, they should instead be striving to meaningfully connect the company to the people who will help them grow. Taking a people-first approach, this book discusses how to better use social media for marketing purposes and communicate with others using social media platforms. Reaching a certain audience is not the only goal; listening to them is also vital for marketers to take full advantage of social media. This approach will never change even though the various social networks always are. By making sure that people are the focus of all social media strategies, marketers can offer more value to companies and the people they serve. Chapter 6 looks at the role influencers can play in a company's social media strategy. Benefits of influencer marketing include hard sales and increased awareness of a brand, which can be effective in starting conversations with particular audiences. Macroinfluencers are those with over 250,000 followers on one channel. Partnering with them can be expensive, and they don't necessarily produce a higher return on investment than influencers with smaller followings. Microinfluencers are more accessible to brands and their audiences. Partnering with nano-influencers can even be beneficial. Companies should partner with influencers who are already speaking to their audience. Guidelines are offered on how to vet potential influencer partners. When collaborating with an influencer, make sure to set expectations around content rights, voice and tone, workflow, and reporting, but leave room for creative freedom as well. Monitor activity once the campaign begins, and pay attention to quantitative and qualitative data when measuring impact.