On the drive to school this morning, while sipping a hot chocolate & telling me all about Minecraft and why I MUST LEARN TO PLAY, my daughter paused to ask me what I was doing recently at work – &, if she could help with anything.
My first response was a quick internal conversation with myself that went something like: “WHOA! What a cool little cat to ask how work is going. #proudmommamoment” but what came out was “Babe, I’m thinking a lot about social media influencers & the different channels they make an impact across. And, ultimately, how businesses can work with really cool people to share stories & create some fun moments between customers & businesses.”
Her next question? Brilliant. Simple. Pointed. And, necessary.
“Momma, can you define influencer for me, simply, please?” Um, yep! While coming up with an answer though, my mind was buzzing. Here I had, in my vehicle, an engaged 10yr-old keen on working out factors in her mom’s business & why they matter so much. I jumped on this moment & went with it with a keen eye on selfish learning…from a kid.
To answer her question, I defined an influencer in the simplest way that I could – not because she wouldn’t grasp a longer winded explanation, but because explaining something simply always challenges me to be a better communicator (& because she asked me to keep it short & sweet).
“So, kiddo an influencer is something like this: a person (or people) who have a large, engaged social media following on one more more channels. They might be famous, or not. But, they’re always someone who people like a lot – enough, in fact, that they’ll follow them, share their stories, and trust their opinions.”
Hmmmmmmmm. She sat quietly for a moment. Looked at me, & said “Mom, I have some ideas… would you like to hear them?” Yes my girl, I would. Hit me with your view of the world.
MINECRAFT (had to happen, right? The kid’s 10yrs old)
If you’re going to work wit influencers – then at least one of them needs to be a Minecrafter. Why? Well, because Minecraft is amazing. Mom, did you know that Microsoft bought Minecraft for something like $2.5B US dollars? $2.5 BILLION! Surely if people are good at that, AND they have millions of followers hanging on their every word & move… then they’d be good to have.
They Should Be Funny (and Nice)
This is a good one. Why? It takes us right back to the start about why we like other people. No business objectives or brand synergies needed, just funny, nice people communicating with like-minded individuals. Seems a great place to start & reminds me that kindness really is the only way to be when professional & personal lives interweave. So, if you’re keen to be a social media influencer, Rule #1 must always be this: Don’t be an a$$hole, & be funny & nice.
They Need To Mess Up Sometimes
We all mess up sometimes… but a lot of people online try to pretend they don’t. That’s not fair to most people, right? Because, it makes it seem like some people are perfect. And, they’re not. By making mistakes, we know our favorite YouTubers are really real, just like us. The more we can see ourselves in others, the more we can empathize with them…the more we want to follow them, to share their coolness, & to be like them.
They Also Need To Know Cool Stuff
That means, they need to know stuff that I (the fan) don’t know yet but could share with my friends for added “cool factor.” The more cool stuff they know & share (it doesn’t have to be BIG stuff…just cool stuff), the more we’re going to want to watch their shows & engage with their stories & videos. For kids especially, feeling like we’re learning – but that it’s fun – is really important.
So there you have it. Four pretty spot-on ideas around social media influencers. What makes them popular, engaging, & worth aligning with as a brand or another influencer. From my perspective, I love how kids can grasp concepts so easily & then give unfiltered feedback that makes so much sense once you take your own preconceived notions out of the equation & truly listen to what’s being said.
Beyond all of the social media & influencer stuff, what did I learn from my daughter this morning? First, to just sit back, slow down, & to listen. Most of the time we talk about Pokemon, school plays, sports & friends. Allowing kids to talk & to be heard is just as much a gift for the child as it is for the parent – I for one can attest to that 100%.
Teaching moments are all around, whether with kids, colleagues or friends…embrace & enjoy them. As for my amazing 10yr old & I, I hope our relationship continues like this through time. An easy, two-way conversation about everything & nothing. A love built not just on blood & DNA, but of a foundation of trust, kindness, and safety.
Thanks, social media influencers (and Minecraft) for today’s talk on the way to school. It was a goodie.