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Susan Emerick, Manager of Influencer Engagement at IBM and presenter at the PR News Social Media Summit, shares with Doug Simon why marketing and communication professionals’ jobs have changed; it’s now about helping authentic, subject-matter experts manage influencer engagement.
Susan’s Advice for Managing Influencer Engagement:
1) Anyone has a voice these days! Whether it be your employees, your customers, academics or other sectors, anyone can have a voice as long as they put focus on it and build their visibility.
2) Start with early adapters who are comfortable building a dialogue online and relationships internally and externally, who are an authority on whatever topic is being discussed, and work with them.
3) As a professional communicator, offer assistance to the individuals who have the expertise so they can be more visible. Help them, but don’t take away their voice.