Here are a few key tips when working with bloggers and social media influencers to develop a mutually beneficial relationship with them!

1. Five Best Practices for
Working with Bloggers &
Social Media Influencers
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info@thecastlegrp.com

2. Do Your Research
Before working with a blogger or social media
influencer, it’s important to thoroughly research
their background to ensure that they are a fit for
your brand. Many established influencers will have
media kits that detail their reader demographics,
follower/reader stats and examples of previous
sponsored content that they’ve developed.

3. Quality over
Quantity
One of the biggest mistakes brands make when
working with an influencer is choosing them solely
because they have a large number of followers or
page views. The goal is to find a blogger or social
media influencer that creates quality content and
fits with your brand. An influencer with 50,000
followers that aligns with your brand is a much
smarter investment than one with 500,000 that
will promote anything for the right price.

4. Follow FTC
Guidelines
In the early days of social media and blogger
marketing, there were no rules about disclosure for
sponsored content. The Federal Trade Commission is
now quite clear about rules for sponsored content: All
bloggers and social media influencers must disclose
to their readers and followers that the content they
are seeing has been sponsored. Before agreeing to
work with a blogger or influencer, ensure that they
follow FTC endorsement guidelines.

5. Have a Contract
It’s important that you treat your relationship with
a blogger or influencer as you would any other
business vendor or partner. Creating a contract
that maps out what each party is responsible for
helps avoid questions and misunderstandings
later.

6. Be Respectful
Most brands recognize the importance of influencer
relationships but some still consider them a second tier
media group, which couldn’t be further from the truth. In
an age where Twitter is a top news source and readers are
choosing blogs over print magazines, developing strong
relationships with influencers is crucial for brands. Don’t
ask them to create and share special content on your
brand for free (it happens more than you think) or ask to
partner with them and back out at the last minute.

7. Connect with Us
Headquarters
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Charlestown Navy Yard
Boston, MA 02129
Phone
617.337.9500
Email
info@thecastlegrp.com
@thecastlegrp
Social Media
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