The Influencer Handbook from WOMMA

If you have been following my posts, you know that I often talk about influence marketing.

I often spend time online researching the latest sales and marketing strategies so that we can better provide our business development services to our expansion stage portfolio companies. Recently, I came across a great handbook explaining the core of influence marketing from WOMMA (Word of Mouth Marketing Association).

The handbook provides definitions, processes, guidelines, and additional resources. I especially like the influencer marketing guidelines and best practices assembled by WOMMA Influencer Council. Here are a few to keep in mind:

  • Make an effort to listen to and understand an influencer’s point of view about my brand before and during their engagement in a brand program or marketing activity or simply, in their role as a customer of my brand.
  • Invite and respect the opinion of participating influencers, even if this is contrary to the brand’s position. I agree to share or make available these opinions throughout my organization as is appropriate. Furthermore, I will allow influencers to evolve or remix messaging so as to be relevant to how they communicate with their community.
  • Never ask influencers to falsify or “hype” any product claims, make usage claims without direct experience, or back claims that neither they nor the brand can substantiate. I will never request an influencer to undertake on my behalf a task that they are uncomfortable with or do not believe in.
  • Thank influencers who have participated in brand-initiated programs.
Amanda Maksymiw
Amanda Maksymiw
Content Marketing Director

Amanda Maksymiw worked at OpenView from 2008 until 2012, where she focused on developing marketing and PR strategies for both OpenView and its portfolio companies. Today she is the Content Marketing Director at Fuze.
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