This week’s quote comes from an article by Antonella Bonanni of Cognizant. The article is about micro influencers and the power that they can have as well as how they can become an influencer. It was interesting to read as it is a topic I’ve discussed with many clients recently.

Social influencers have power, look at the example used in the article referenced above (the Fyre Festival). Brands also have a lot of power. So it’s no surprise that when the two get together it can be great or terrible.

The key to getting the two together is that for them to be successful they both need to become part of a consumer’s everyday life. That doesn’t mean always trying to sell users on something. That doesn’t mean lecturing consumers about any number of topics. It does mean being honest and consistent with consumers.

This mantra of open, honest, consistent two way communication is something that should not just be reserved for influencers. It needs to be embraced by brands as well. That makes the influencers jobs easier and the brand more appealing to all audiences, not just the ones the influencers are a part of.