It is! Sure, someone can promote your brand story to an audience of millions, but that doesn’t mean that audience CARES about what you do/offer.
It also doesn’t mean that audience can be INFLUENCED by that person. But – if the SMI’s account is related to what you do, and they have an engaged audience — they will care. SMI that engage their community with high quality discussion and responses can be effective in introducing new content to their audiences. And we call that “influence”!
That’s right, many still think that tapping into SMI brings a lot of views and exposure for a brand, and that’s the goal. But it’s not… or at least it shouldn’t be. Think different, work on a new SMI strategy!
Big accounts do not always equal big results.
If most of that audience doesn’t care about you (or the SMI!) then what’s the point, right?
Solution: hire SMI who have followers who care very much about the area of your business, so their followers/communities will be INVESTED in what you do, and be receptive to your talking points.
Serious SMI focus on engagement (answering DMs/Comments/Tweets, and so on) EVERY DAY (some rest on the weekend, and that’s ok 🙂 ), at least 3 hours a day.
This kind of engagement builds an essential (and great) relationship between SMI and their followers, which is what defines an SMI in my view (read my “who is an influencer, anyhow” post…)