Defining the strength of influencer relationships

BarbaraInfluencer engagement, influencer program, Influencer ranking, influencer relations, Measurement

Human relationships tend to be complicated, and relationships with influencers are no exception. Yet, you need to know where you stand with an influencer and to share that insight with others in your organization. That’s why so many of us strive to describe influencer relationships in terms that are simple, meaningful and broadly applicable.

There are many different systems for scoring relationship strength and, if you’re like me, you’re likely to develop a custom system rather than adopt something off-the-shelf.

Some systems are based on the old media mentions scoring. These score influencer relationships the same way that one scores media mentions: positive, negative, neutral or unknown. Usually there’s an “inactive” choice thrown into the mix.

Other systems go to into greater depth, all the way up to using 10-point scales for various attributes that average out to an overall “strength”. Typical attributes include knowledge, information exchange, willingness to engage, willingness to recommend, frequency of contact and more.

There’s no right or wrong way to do this. What matters is that you capture useful information in a professional, consistent and repeatable way and that you act on it.

Whatever method you use, consider adopting these 3 tenets:
1. Keep it as simple as possible.
2. Apply it as honestly as possible.
3. Respect the time and privacy of your influencers as much as possible.