Online Influencer Relations is an umbrella term to include all of the elements of Online PR and Social Media from content curation and distribution to establishing and managing proprietary social networks and blogs to engaging in online conversation. It’s a complex web of activities that can overwhelm and be oversold.

We have invested a great deal of time and resources to simplify and hone the art and science of Online Influencer Relations, attempting to separate the wheat from the chafe. In so doing, we have boiled it down into what we simply call Content Curation and Promotion.

Content refers to the “nuggets” of useful information a company owns or produces whether it be optimized press releases, articles, videos, podcasts/audio, infographics and pictures, webinars, slide shows, white papers, events or petitions. The actual process for creating or repurposing this content is called content curation.  To ensure a steady flow of new content, we establish an editorial calendar similar to a magazine publication or news outlet while staying flexible to incorporate timely news and industry updates.  The objective is to get vast distribution of that content into the hands of stakeholders including a company’s own proprietary networks as well as external networks where their target markets meet and share information. The channels of distribution of content can be vast, but they can also be prioritized for effectiveness. So, whether it is a video that is being distributed through video distribution sites or an article being proliferated through citizen journalist sites, the opportunity to extend the intellectual capital of an organization is extraordinary.

Promotion is the process of engaging individuals and communities with your thinking and resources. It is a powerful medium to drive interest, traffic and thought leadership by meeting people at the point of need.  Similar to content distribution, this activity will occur on the company’s proprietary networks as well as external social networks.

The Promotion starts by targeting influential bloggers, blogs and online news outlets (whether they are solely online, a mirrored reflection of their print counterpart or a hybrid of the two). We also identify relevant online communities, groups, discussion forums and social bookmarking communities where your target market participates. Each connection and platform requires a unique and customized approach.

For the company’s proprietary social networks, this entails publishing informative and engaging posts, questions, answering inquiries and engaging in customer service activities.

At the end of the day, Online Influencer Relations is all about sharing resources and making connections with a strong focus on metrics and measurability.  As we contribute more to this Online PR blog, it will be our effort to share best practices and pitfalls we have gained through our efforts over the year. We hope that you will share your learnings with us as well.