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Influencers--consumers who have become experts in a certain field that have many social media followers--are not business people, so may not follow standard operating procedures (SOPs), but that doesn't mean they don't mean business. Brands that use influencers to boost their products need to ensure that contracts are signed and claims follow FTC rules, according to Lindsey Carnett, CEO and president, Marketing Maven Public Relations. In this podcast, Carnett and Sandy Almendarez discuss the navigation of this new type of endorser.

Influencers—consumers who have become experts in a certain field that have many social media followers—are not business people, so may not follow standard operating procedures (SOPs), but that doesn’t mean they don’t mean business. Brands that use influencers to boost their products need to ensure that contracts are signed and claims follow FTC rules, according to Lindsey Carnett, CEO and president, Marketing Maven Public Relations. In this podcast, Carnett and Sandy Almendarez discuss the navigation of this new type of endorser, including:

  • How brands can determine the right influencers for their target demographics

  • Once they’ve found an influencer, how brands can approach them and what should be included in the agreement

  • How a brand can determine its getting a beneficial ROI from working with influencers?

Carnett will be speaking at the SupplySide West workshop, “How Millennials Are Transforming Modern Marketing” on Tuesday, September 26 at 9 a.m. to noon. Visit supplysideshow.com for more information, and to get registered.

About the Author(s)

Sandy Almendarez

editor in chief, Informa

Sandy Almendarez entered the natural products industry in 2009 when she joined Virgo Publishing (now Informa Exhibitions) as an assistant editor. Since then, she's worked her way up to editor in chief where she writes, edits and manages content for INSIDER. Under Sandy’s direction, INSIDER has won editorial awards from Folio: every year since 2014, including B2B Editorial Team of the Year in 2015.

Lindsey Carnett

CEO and President, Marketing Maven

Lindsey Carnett is CEO and President of Marketing Maven, an Inc. 5000 ranked integrated marketing firm recognized nationally in the health space by third-party ranking company O’Dwyer’s PR. She specializes in PR, social media marketing, influencer marketing and reputation management. Lindsey is a 2019 Enterprising Women Honoree, 2017 PR News Top Women in PR, FOLIO Magazine 2015 Top Women in Media Honoree and is noted for helping to launch consumer brands with substantiated ingredients. Lindsey can be reached at [email protected]

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