Avoiding Pitfalls In Product “Influencer” Marketing

Somewhere between a disinterested user opinion and an ad lies the uncertain domain of the “social media influencer.” This post from law firm Schiff Hardin discusses the parameters and answers what is becoming an important question for many companies: What can be done to leverage the social media explosion but still control product marketing? (As noted in another post from the Schiff Hardin, the FTC does have guidelines for the influencer relationship, and it assuredly does monitor social media.) One issue that can arise: What happens when an influencer goes rogue and the company is “left picking up the pieces of a problem they did not create”?