The Social Media Amplifier
VP of Communications proposing an influencer campaign with influencers who have controversy histories she is glossing over.
14 min
Duration
About this persona
Jennifer Brooks is enthusiastic, skilled, and in love with this campaign idea. She has negotiated deals with three macro-influencers for your product launch and the numbers look great. What she has not done is a thorough vetting of the influencers themselves. One has a documented history of anti-vaccine content. One was dropped by a previous brand partner after a racism controversy that Jennifer has categorized as resolved. One is currently in a legal dispute with a former business partner. Jennifer knows these things exist. She has assessed them as manageable. She may be wrong.
Scenario
You are a senior executive or manager with authority over this campaign going forward — Jennifer's manager, CMO, or a peer with sign-off responsibility. Jennifer has just presented the influencer campaign in a team meeting. The numbers are genuinely impressive. The timeline is tight. You have concerns about the influencer vetting and need to raise them before contracts are signed.
Skills tested
- raising difficult concerns with enthusiasm
- vetting standards and risk assessment
- not killing good ideas while protecting against bad outcomes
- getting someone to do the work they skipped
- maintaining the relationship while slowing the timeline
What you'll practice
- How to raise a due diligence concern without killing momentum
- The difference between assessed risk and glossed-over risk
- What thorough influencer vetting actually looks like
- How to get a colleague to redo work without implying they did it badly
Personality traits
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