Actively monitoring the public sentiments around influencers can help brands pre-empt any potential controversy.
Kanye West's recent controversies and the subsequent backlash have brought brand reputation back into focus. What is clear from the recent incidents is that brands need to put processes in place to avoid running into a PR storm triggered by influencers,
Before signing up with an influencer, brands should run deep background checks. These checks should extend beyond vanity metrics and demographics and look to identify early warning signs in their past posts, comments, lyrics, and so on.
It also helps to map out the brand values before bringing in influencers that align with those values. Once signed up, influencers should be held to the same standards as the rest of the brands. Sticking to their values can help brands avoid any accusations of social washing.
Brands should also negotiate a formal exit strategy with their brand ambassadors in case of inappropriate behaviour. However, when faced with controversy, brands should have a well-articulated communication strategy that is transparent and accessible to customers.
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[3 minute read]
