There are a lot of reasons to know your influencers before you need them. When we engage with a new client one of the first things we do is identify who their online influencers are and start building relationships. This means contacting those influencers with transparent introductions and trying to give something of value to that influencer.
What is something of value? If we're reaching out to a discussion board moderator we'll seek to answer a question that is plaguing members on the board. If it's a blogger we'll comment on a post and contribute more content. If it's a columnist we'll make introductions to a great source. We may also write reviews or suggest a link (not related to our client or their competitors).
What we don't do is sell, promote or ask for anything.
Building relationships with your influencers is not only the right and decent thing to do. It will also pay off. At some point, your company, or one of your clients, will face a crisis. You will take a beating online...maybe it will be deserved, maybe not.
Maybe you'll address the issue head on on your website, and in press releases, maybe even on your corporate blog.
But everybody is listening to them.
Who is them? Them is (are?) the influencers in your market. Your buyers, partners, VCs and vendors listen to them.
If you've invested wisely, you've built a great relationship with them. They know your name. They answer your email. They may not even be a fan or brand champion, but they trust you.
When it hits the fan, and you have great relationships with them, they will give you a forum to tell your story.
When you have great news to announce, they may want to be the ones to break it first.
When they hear a nasty rumor, they may come to you before publishing it and let you tell your side of the story.
Find out who they are, make friends, build great relationships and learn how you and them can become a we.
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