Mastering your e-influence and e-PR

#ZOOM ON A KEY MISSION OF THE COMMUNICATIONS MANAGER

A company’s online reputation has become a major issue of image as well as effectiveness. It is managed by the communication manager. It is therefore essential to take care of its brand image and to identify and attract influencers. Whether they are bloggers, «youtubers,» «Twittos,» or journalists, their opinion matters and increasingly changes the behavior of their «follower» community. At a time when interactions between community platforms amplify their power, it is essential to understand and master the mechanics of e-influence.

5 keys to mastering your e-influence and e-PR

1. Establish a mapping of the influencers in its sector in the Digital territory

First of all, it is necessary to define the different categories of e-influencers, to know their fields of action and their language elements, in order to properly prepare its strategy and select its targets.

2. Building an e-influence strategy

To define its strategy, one must ask questions about the targets and objectives that one wishes to achieve and about the categories of e-influencers that can help us achieve them. Knowledge of activation methodologies will also be very useful.

3. Create your community of influencers

The whole point is to develop a tailored content strategy to capture the attention of influencers, engage them, nurture a lasting relationship, and encourage them to convey a positive image of your brand to their communities.

4. Contact influencers/journalists via social media

Often pioneers in social media, influencers and journalists create a buzz on the internet. It is necessary to know how to develop your network of direct contacts, use groups and the various persuasion techniques to interact with them and deploy effective e-PR.

5. Ensuring effective monitoring

Mastering your reputation involves active monitoring using tools for identifying and tracking influencers, identifying the trends and needs of a community, and monitoring the actions of your competitors towards influencers.

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