A Beginner’s Guide to Working with Social Media Influencers

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Working with social media influencers has become arguably one of the most effective and organic methods of reaching one’s audience in recent years. It is, however, a trend many have yet to adopt. Smaller businesses in particular either don’t have the budget or knowledge to use influencers to their advantage. 

So what exactly is a social media influencer?

According to Pixlee:

  • A Social Media Influencer is a user on social media who has established credibility in a specific industry. A social media influencer has access to a large audience and can persuade others by virtue of their authenticity and reach.

Think of them like a celebrity endorser only they appear more relatable and more genuine because they are everyday people. Influencers can range in age from children to the elderly and they span across every industry imaginable.

Why work with them?

The following infographic by MediaKix gives a pretty clear idea why:


Where can you find influencers?

  • A great place to start is on social platforms themselves such as Instagram and Twitter. You will want to search trending hashtags within  your industry and look for people who are involved in the conversations. Do you have a an engaged following? Are people replying to their comments and reposting their content? All important things to consider.


  • Another place to start is on Google, simply type in “nutrition social media influencers” and Google will do the rest. You will of course want to take the time to go through each profile you find to make sure they are actually credible enough to partner with.


  • If you are working with a larger budget paying for a third party tool can be the most effective way. Tools like Upfluence  and Experticity  can partner you with influencers directly through their site. These influencers have already signed off on being contacted and are actively seeking partnerships.

What are your partnership options?

  • Collaborative post: Work with an influencer to create content together that can be posted both on their platforms and your own. This works like brand sponsored content.


  • Long Term Ambassador Roles: This is like a long term partnership in which you would create multiple posts or content opportunities with this person. It is not a “one off”, this method requires a larger budget but can be more effective long term because it makes the influencers involvement with the brand more authentic.


  •  Event Activation: This requires you to put on an event with one or multiple influencers. It is an opportunity to bring multiple influencers together and their audience outside of the digital space. This builds a stronger relationship with consumers because it allows them to interact with your brand offline.


  •  Influencer Takeover: This can span from 24 hours to a week long, during this time you would allow an influencer to take over your social media as the name suggests. Popular tactics can include Q & A sessions, posting to your platforms directly, live streaming, and exclusive behind the scenes content with your brand and the influencer.


  • The PR Approach: reach out for an interview or full profile piece on the influencer.

Screen Shot 2017-03-15 at 3.42.40 PMSephora sponsored YouTube video by online vlogger and social influencer Summer Mckeen

How should you reach out?


The easiest and most effective way to reach out to an influencer is to email them directly. Most if not all will have an email listed on their website or in their Instagram/Twitter bio. It is best to use their business email if specified.

Sample Email 

Hi _____,

I’m [name] I work at [name of business] and we are looking to get involved with influencers in the [industry name] industry. Our goal is to promote [name of product/business] and raise overall awareness.

We would love to partner with you to create content for our social channels in order to tap into new audiences. As it stands we are open to working in collaboration with you to share your voice on our platforms. 

Let me know if this is something you may be interested in and we can discuss further details.

Thank you for your time.


[Your Name]


If they list their phone number it is fair game to reach out with a phone call. However, there may be a lot of back and forth via the phone so if you are on deadline email may serve as a better option.

What are the next steps?

Meet with your team and go over your current marketing budget and plan. Think of areas where influencers could add value to your business and decide if they can be incorporated into your new campaigns. Once a decision has been made spend time doing research looking for relevant and successful influencers. With the right research and planning, using social media influencers to market your business could add real value and set you apart from the competition.


Comment and let us know what your experiences have been working with influencers!

Thank You For Joining Us For Our Web & Wine Night!

Thank You For Joining Us For Our Web & Wine Night!


It has been a couple of days since we hosted the first Web & Wine night – and while slightly delayed, we want to express our deep gratitude for those of us who joined us!  We were very fortunate to have partners like EB Strong’s, the Lake Champlain Regional Chamber of Commerce, Pete Kenseth, and Baker Distributing, who helped us put the event on!

Our goal for this event, was to bring people together to have a fun evening, but also have them take away at least a tidbit about digital marketing, design, SEO or wine.  Our hope is that we accomplished that!  To that end, we have posted the slide decks from Web & Wine here. If you have any questions on what was covered, you can contact the person directly at their email on the slides.


Additionally, we would like to thank the community who support trying different events like this, joining us after hours, and being open to different ideas.  It helps us be more creative, progressive, and let’s face it..more fun.

Lastly, if you’d like to read a recap of Pete Kenseth’s presentation on “The Effects of Terroir and Winemaker Influence” from this evening, check out his website, Truth In Juice: Myth-Free Wine Education & Commentary.

Have a great summer!

Smart Posting: The Best & Worst Times to Post On Social Media


Are you a social media marketer? Do your tweets and Facebook posts see a lot of reach throughout the day? What time of the day do you send out your posts? Do you post important or interesting content on the weekends as much as you do during the week? These are questions that many marketers need to ask & posting your content every day is an important task. Reaching your audience can be easy when you have engaging or interesting content. Other days your posts might not get any love. Perhaps, it’s because you are posting your social media content at the wrong time of day.

So when are the best and worst times to post on your social networks? We can tell you this, timing is everything. “Having the right right content is great, but knowing the time of day when people are the most receptive to posts is invaluable for companies that need to run efficient campaigns,” states Dane Atkinson of SumAll. Recently, SumAll evaluated extensive amounts of customer data, to help decide what the best times are to send out your posts to multiple and various platforms. The platforms include the following: Twitter, Facebook, Tumblr, Instagram, Pinterest & Google. A ‘best time’ metric was used for each of these social media platforms, and responses were measured by millions of different posts, in a wide variety of companies in numerous industry verticals.

Typically, these are the best times of the day to post your social media content:

  • Twitter: 1-3pm
  • Facebook: 1-4pm
  • Tumblr: 7-10pm
  • Instagram: 5-6pm
  • Pinterest: 8-11pm
  • Google+: 9-11am
Typically, these are the worst times to post on social media:

  • Twitter: 8pm-8am
  • Facebook: 12-8am
  • LinkedIn: 9am-5pm
  • Instagram: 12-8am
  • Tumblr: 12am-12pm
  • Pinterest: 1-7am & 5-7pm
  • Google+: 6pm-8am

Twitter: Retweets and Tweets see the most interaction during the day. During the evening, the news feed slows down, and people are busy doing other things, or sleeping.
Facebook: Typically Facebook sees the most reach during the afternoon, when the day is beginning to slow down and they have more time to spend on this platform.
Tumblr: This platform consists of reading micro-blogs, therefore, it takes a bit more time and thought to engage in these posts. Mornings don’t see a lot of reach because people are concentrating more on their work day.
Pinterest: Most people like to use this platform in the evenings and on weekends.

“A common trend with the optimal times is you want to catch people during their downtime,” says Atkinson. “You might need to get them early in the morning during their commute or ‘settling in’ time at work, during lunch or in the evenings.”

If you are just starting out with your social media campaign, these tips might help you reach your audience in a great way. Experimenting with your own timing rhythms is completely up to you, however, we suggest trying these “post smarter times” in the next few weeks, to help measure your success.

Happy Posting!