I have been thinking about Influencer Marketing. Having worked in the PR biz for 8 years, I understand and have seen the power of leveraging on an influencer's credibility to tell a brand's story and at the same time, I have seen how it has less than spectacular results.
Most of the time, the kind of influencer partnerships that work are those with a natural fit.
What exactly do I mean by natural fit? Let's put it this way...