How to arm your influencers for success

As a small business helmed by all women, Obviously Social is always on the lookout for other like-minded ladies to collaborate with. Two such women are Lyndsey Ariel and Mena Cammett, the brains behind Socialite for a Night, a new company that sends a "glam team" of makeup artists and hairstylists to your home or hotel room to provide "a luxury beauty and social experience for women who enjoy the good life." The service has endless social media possibilities --  from before-and-after Instagramming to makeup tutorial videos and more -- which is why we teamed up with Socialite for a Night to help pilot its influencer program.

One of the biggest takeaways from our extensive work with influencers is "if you write it, they will tweet." In other words, if you are working with influencers to promote your brand, event or services, make spreading your message as easy as possible by providing influencers with all of the relevant information, hashtags and handles upfront. An effective way to do this is to create a one-sheet for influencer participants, which we did for Socialite for a Night. A good one-sheet should include:

  • Sample social copy

  • Relevant handles across all platforms (always the brand handles, along with handles for venue(s), hosts, other influencer participants, etc.)

  • Event hashtags

  • Social media checklist

A note on that last bullet point: clearly state the social media output expected from influencers (i.e. number of posts per platform), the more specific, the better.

Armed with informed and motivated participants, influencer events are an excellent tool for brands. This is especially true for small businesses, which can leverage influencers' huge followings and social media clout for unprecedented brand reach. A single post from the right influencer can generate thousands of impressions. For example, we recruited It's Always Sunny in Philadelphia star Glenn Howerton to participate in Aviary Photo's #ElfieSelfie hashtag campaign in December 2013. Howerton's two tweets alone generated 521,264 impressions.

Socialite For a Night was kind enough to give us the glam treatment -- getting professionally beautified for work is one of the many perks of working in this unique industry! Here's my before-and-after:


Want to hear more from Socialite for a Night? Read Lyndsey and Mena's answers to our Proust Questionnaire.

Follow Socialite for a Night on Instagram: @socialiteforanight.

Lucia Davis is Director of Content at Obviously Social.