by: Lianne Wiker Hedditch

“Social influencer” is currently a major buzz term in the marketing industry.

From my prior blogs, I have explained how with the technology and social media boom, there are now social media accounts that have more followers than some traditional newspapers. It is increasingly important as public relations professionals that we not only stay on top of the changing media landscape with respect to traditional journalists, but also with these up and coming social media movers and shakers. Here are multiple reasons why it is important to enlist your public relations agency to handle your social media influencer interactions:

Many social media influencers are also bloggers with whom public relations agencies work with on a daily basis. Here at Heron, we have worked with some of the larger blogs since their inception, and have built wonderful relationships with the writers from the very beginning.
Given point #1, it is important to pitch these social media influencers much the same way we would pitch traditional journalists. Publicists are tasked with reading and following media coverage so that we understand the likes, dislikes, and areas the writers we are pitching traditionally cover. When reaching out to social media influencers it is also important to target the appropriate pitch to the appropriate person. There are so many specific coverage angles; some focus on fashion, some on health, others cover entertainment, city specific, travel writers- and everything in between, so it is good to target the appropriate pitch to the appropriate contact.
Consistent messaging. By having your agency handle social influencer interactions, the messaging going out to the media and to these influencers is one and the same (or at least on the same wavelength).
Your public relations agency is well aware of announcements and embargos by both the client internally and by the media, so we know when to look out on the social channels to watch for mentions so we can converse, like, share, ReTweet in the moment.
Public relations agencies have many tools in their back pocket that can gage the legitimacy of a social media influencer. We are used to vetting the media so we can be an asset to ensuring that any perks are being directed to the correct contacts.
Target audience. As publicists, we pitch specific journalists so we can reach the client’s desired target audience. Same goes for social influencers – your social influencers should have the same target demo as the journalists your PR firm is working with.