An article in the Harvard Business Review last week made an interesting, if not particularly novel, argument: brands should seek out independent “influencers” or “brand advocates” who have expressed support for their products in the interest of building relationships that will eventually involve the exchange of money for promotional services.
The story’s headline addresses “marketers”, but of course it’s relevant to PR pros as well. So should our clients identify and pay their “brand advocates” before it’s too late?
This issue is almost but not quite a retread of the “should brands pay for blog mentions” slippery slope debate: do we locate people who genuinely support our clients’ products and then offer them money to continue doing so?
Author Teresa M. Caro notes that brands have a lot of trouble pulling this off. Why? Because—all ethical concerns aside—it’s extremely hard to do. And proving ROI is a bit like finding the needle in that haystack.