COMMENTARY: How to work with influencers

AS TRADITIONAL MEDIA COMPANIES continue to ramp up their influencer offerings, many are figuring out how to manage this new breed of talent. Media companies are no strangers to dealing with actors, journalists, and celebrities, so social content creators should be an easy adjustment.While my last piece focused on the basic mechanics of influencer marketing, I want to dive deeper into the best practices of managing influencers, negotiating effective deals, and creating content that is watched by the masses.Let’s start with the most common point of friction.Provide direction, not a scriptA tug-of-war usually pops up around the topic of creative...