The Road to Disney: 3 strategies for working with opinionated influencers
As we prepare for PR Daily’s Social Media Conference in Disney World, take a look at how to increase the rewards and reduce the risks of working with influencers with big opinions.
What’s changed, and why are influencers becoming more vocal? Should brands, especially in a regulated sector like health care, think twice when collaborating with opinionated influencers? Here we’ll discuss the current landscape and how to engage, so brands can reap the rewards and minimize the risks.
Social media has become engulfed in politics, protests and misinformation
The tragedy of George Floyd’s murder and the protests that followed marked a significant turning point for the country. Influencers, individuals and even corporations which had previously sat on the sidelines suddenly became activated. Conversations, civil and uncivil, quickly escalated on social media as stands were taken and lines were drawn.
Given the weight of the cultural discourse, influencers who chose to “stay in their lane” of home, beauty, DIY or health frustrated many of their followers. Online audiences often view silence as ignorance or, even worse, complicity. Many Influencers who ignored the world’s realities appeared out of touch and self-absorbed.
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