Do Social Media influencers need media training?

One of the main reasons brands love working with social media influencers is their ability to speak to consumers outside of the normal constraints of a business relationship. Authenticity is key in this area and many brands are happy for their ambassadors to go a little off-piste with their message if it helps them connect more fully with their audience.

But sometimes social media influencers stray so far off-piste they are on a completely different mountain. The makeup company CoverGirl was recently forced to disassociate their brand from a tweet published by James Charles, the company’s first ever male social media ambassador.

In a tweet, which Charles promptly deleted and then apologised for, the young social media influencer stated that he hoped he didn’t contract Ebola on an upcoming trip to Africa.

A statement released by CoverGirl stated: “James Charles’ initial tweet does not represent CoverGirl’s perspective. We agree his statements were inappropriate but appreciate that he has apologised. We are an inclusive brand and respect all people and cultures.”

Following the incident, a number of industry experts have suggested that brands need to take steps to protect themselves from being tarnished by inappropriate social media commentary.

Warren Johnson, founder of W Communications, told journalists: “Influencers are publishers in their own right, and in many cases have greater reach and impact than traditional media.”

Johnson continued: “They should be held accountable for the things they publish, in exactly the same way as a newspaper or broadcaster would be. The moment there’s a financial investment from a brand, the influencer needs to be clearly aware of their obligations in the way they communicate and the repercussions if they mess up.”

Highlighting the training need, Alison Metcalfe, influencer manager at Hill+Knowlton Strategies, said: “It’s crucial that, as well as training provided by their representation, that they educate themselves about current affairs relating to their industry, as well as advancements regarding rules and regulations.”

Do social media influencers need more media training or will this impact on the authenticity of their communications? Is this a risk you are willing to take with the brands you work with? Share our comments below: