How come we rarely hear from the brands themselves about the success of their Influencer Programs? Rarely a day goes past I don’t hear or read of marketing agencies touting their skills at working with ‘influencers’, of successes achieved or local awards secured. Many of these stories come with the flimsiest of evidence – mid-range bloggers saying how thrilled they were to work with the brand, a regional magazine writing a fluff-piece about a local agency, or the agency itself spinning numbers of ‘passionate brand advocates’ they’ve engaged with. But rarely do the brands themselves do the talking.
Are they just too busy? – maybe, do they not want to tout figures for reasons of commercial advantage? – maybe also, or perhaps the agencies are just more motivated to shout their perceived successes. All I’m sure are a factor but I think it’s primarily something else.
I think the metrics agencies are working towards just aren’t the same ones that the brands are. The agencies may well be satisfied with seeing a rise in fans, retweets, impacts and OtS (opportunities to see). But this isn’t enough for the brands. The C-level execs running them know these measures aren’t strong enough to bring in new customers, or even move new prospects far along the pipeline.
Until they can tie those important measures into their influencer programs I think they’ll be staying quiet.