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Storytellers to grow your niche

Making the most of media personalities

Thursday 11 August 2016, 09:04AM


In this column we will work towards connecting hospitality businesses with the right customers through social media channels. It’s a brave new world for business and we will do our best to equip you for it!

In my previous article we talked about how your business here in Phuket can benefit the most from content marketing. Today, I would like to explain how to promote your business through what is called an “influencer”.
An influencer is a person who has amassed a great number of followers on one or more online channels. They may be an actor/actress, TV personality or just a passionate commentator who writes about a specific topic and who has generated several thousands of followers on Instagram, Facebook, YouTube or a blog.
Usually influencers are great “storytellers” and develop their content around niche topics, such as travel, food, fashion or sports, garnering the trust of others to deliver expert advice. Influencers with a large amount of followers are now getting paid to do sponsored posts for brands.
The price can be anything from a free meal or accommodation in a hotel, to a few thousand or hundred thousand baht. For instance, Amanda Lee has become a big personality in the fitness industry on Instagram and now receives $5,000 (approximately B174,000) for a single post – note that she has more than 4 million followers on her Instagram account.
The down side of influencers is that it is very difficult to track the return on investment (ROI) for a sponsor post, just as any other social media marketing campaign. However, it is worth trying to find the right personality that could become an ambassador and continually post about your business or brand.
However, don’t be fooled. Just because a profile has hundreds or thousands of followers, doesn’t mean that they are the real deal. People can purchase followers on these platforms. Fake followers will bloat their number of fans, but also means that if they post about your brand, no one will really care, or perhaps no one will even see the post.
To avoid paying or offering these “fake celebrities” sponsored posts, try to check what is happening on their profile. Are people commenting on the post? Are they performing well on only one platform? Who is engaging with their audience? Do they have a blog? Do they have references from previous venues that they have visited before? All these questions will send you in the right direction, and further towards your targets.

Daniel Villota is the Managing Director of E-Media Asia, the number one social media consulting agency in Southern Thailand. He can be contacted at daniel@e-media.asia or visit www.e-media.asia

 

 

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