After you have engaged with online influencers, what is it you actually want them to do for you?

Completely depends on the circumstance. Sometimes it's a simple as getting an influencer to notice you (perhaps they are interested in your space, create content about competitors, recommend alternative solutions, etc.). Maybe they don't know who you are, and you want them to at least consider you when sharing recommendations. Other times you may want them to create content for you. Other times still you might want to partner with them (a party, a webinar, a speech).

But regardless of the circumstance and objective, jacking the influencer's network is the last thing you should want to do. Ironically, it's the first thing most marketers aim for. Most marketers see influencer relations as: "Hey [enter famous person] could you share my [enter content] with your gazillion followers?" There's no value exchange in that model. And it is likely to backfire. Accessing the influencer's network should be the byproduct of a deeper interaction. It should be the means, not the end.

Joe Chernov / @jchernov / Eloqua