The Importance of Building Long-term Relationships

In today's small social media world, nurture relationships for the long-term. Positive experiences will keep you top of mind for future projects when brand reps change roles.

In today's small social media world, nurture relationships for the long-term. Positive experiences will keep you top of mind for future projects when brand reps change roles.

By: Sara Urquhart; Photos by Brooke Dennis and Justin Hackworth for Alt Summit

Though most social media campaigns are short-term projects, the relationships you’re building with brands or influencers have the potential to be long-term connections through new campaigns, projects, and even new positions as both influencers and brand representatives change roles in the space.

The adage “it’s a small world” has never been truer than in the space of social media. Bloggers move to full-time or consultant positions with brands, start new blogs, are at the forefront of adopting new platforms, or collaborate with other influencers on new social media projects to name just a few of the ways this world intersects itself. Additionally, a brand rep may move to another company (or to several different companies over the course of a few years), may rep a variety of related brands, and is likely involved in new projects on a regular basis.

Staying power in social media depends on one thing: long-term relationships.

Staying power in social media depends on one thing: long-term relationships.

A long-term relationship with a brand is extremely valuable to an influencer. If she’s found a sponsor that is an authentic fit for her and for her audience, is easy to work with, and pays fairly, she’ll be interested in repeat work. Predictable expectations and a positive past experience are attractive for both the influencer and the sponsor.

Once a brand sees great returns from an influencer and knows she’s dependable, she’s at the top of the list when the next project comes along, especially if she was easy to work with, communicated clearly, delivered a strong work product, and met deadlines. It’s helpful, too, that a brand will know what to expect in terms of budget, based on prior projects with that influencer.

Repeated work may happen monthly, quarterly, or seasonally, but when a brand or an influencer has found a good fit, both will be eager to continue the relationship.

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