When we talk about social influencers it tends to be on how to find them however I think that is symptomatic of an approach to social media that is moving away from the core reason the social web has grown.
"How do I provide value to the social world and specifically in this context - how can I provide value to social influencers"
Because influence and influencing the influencers is not about connecting; it is about content, it is about providing value that they want to talk about...
Brands tend to fall into the searching for the right people, however the search should be for the value...for the content...because
- Valuable content will usually be found and shared by any social users.
- Influencers are still people! They have their brand to protect. They only want to share great content or value to their followers.
Key to this is looking at the world from their perspective not yours. How many of us received emails that are fake 'fans' telling me about their news and hoping I will share....why does anyone think that will work?
I don't know you, your news does not interest me per se? You show you are not really a fan by the standard formats and the use of an unconnected blog post that I have written!
Give ME a reason why YOUR content is relevant to MY life. Give ME a reason why it is worth investing MY time to talk about YOU or YOUR information.
This is just simple common sense, people share content that has context, value and therefore "shareability".