MIT Sloan Management Review Article on Where Influencer Marketing Goes Wrong (and How to Fix It)

Influencer marketing is a powerful tool for brands, but too often companies neglect a key component: good relationship management.

For brands and businesses across numerous industries, gaining a foothold in social media increasingly means building campaigns around influencers. These are people who have engaged followings and know how to use that engagement to encourage followers to try certain brands. As Adweek puts it, “influencer marketing has become an essential aspect of most companies’ marketing programs.”