Influencer Marketing is growing rapidly Influencer outreach has matured, grown in size, influence is still defining itself within the world, jockeying for position among more established routes to consumers. Instead, we must acknowledge the role influence plays in reputation management, and how its unique success can best benefit the company. The question is no longer if you should partner with influencers. At the outset, many were skeptical of this approach to communication. Indeed, as social media matured, this new kind of stardom, or at least fame, was not wholly embraced. Create Conversation Don't just be part of it The conversation is no longer something that you can plan for on a calendar. Today, it happens serendipitously. So as audience-first trends bubble up across social media, brands need to embrace these cultural catalysts, rather than trying to forcefully wedge PR moments into the digital space. Just let the hits happen. ...