By Joe McCarthy
SAN FRANCISCO - As the role of social influencers has expanded over the past few years, brands have developed sophisticated methods of vetting potential partnerships, according to panelists at a session March 26 at ad:tech San Francisco 2014.
Panelists of the "Inside the Mind of a Social Influencer" session stressed that the key to harnessing a successful social influencer is understanding that a partnership rather than a one-sided recruitment is taking place. Indeed, social influencers often vet brands to a degree tantamount to how brands vet them.
{"ct":"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","iv":"bc0cd1686ce009d8c450996a45a80b79","s":"85ec960e221551f3"}
Share your thoughts. Click here