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What is the source of my influence? I create content, yes. I engage consistently, of course. But at the end of the day it gets down to trust, right?
That’s why the emerging Citizen Influencers have to be very judicious in their relationships with brands. Likewise, brands have to be discerning about their expectations from influencers.
If brands become too exposed with too many bloggers, both parties will suffer. If the credibility of the blogger declines, the effectiveness of their advocacy is doomed.
“No” is a legitimate strategy
That’s why I am saying “no” to most opportunities right now. I have to be incredibly selective. First, it has to be a company I truly, authentically believe in and second, I have to limit how much I do because if this blog ever becomes filled with spammy sponsored posts or suspicious brand advocacy, you’re going to go away. And you should....
Mark Schaefer offers a thoughtful concern that easy money from the influence marketing gravy train may jeopardize the core values that earn reader trust.