Hiring an online influencer is a difficult job for any marketer or business owner. Trying to determine the value of social media marketing can be an arduous and expensive process. A lack of transparency on how algorithms work makes an influencer’s value speculative at best.
My experience with influencers has taught me one thing above all else: Trust, but verify! There are some commonsense ways to evaluate your potential online influencer or podcaster.
Many marketers simply do not fully understand social media and how it works. What’s even more shocking is that many so-called influencers do not understand how it works either. All too often, influencers make big promises, overstate their reach and inflate the value of their profiles. In a lot of cases, so-called influencers are outright falsifying their reach by buying fake follower accounts. With a high-level of fraud existing in the social media realm, it makes it more difficult to find the real thing.
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