By Joe McCarthy
SAN FRANCISCO - As the role of social influencers has expanded over the past few years, brands have developed sophisticated methods of vetting potential partnerships, according to panelists at a session March 26 at ad:tech San Francisco 2014.
Panelists of the "Inside the Mind of a Social Influencer" session stressed that the key to harnessing a successful social influencer is understanding that a partnership rather than a one-sided recruitment is taking place. Indeed, social influencers often vet brands to a degree tantamount to how brands vet them.
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","iv":"4faae732c54e02083e8c87c11a296aa0","s":"99d31549793a5389"}