One thing must be clear: setting up a corporate influencer program with existing staff and resources without sacrificing something else is impossible. That's just logic. But many communications managers who enthusiastically proposed such a program suddenly find themselves confronted with exactly the same expectation. There are often additional funds for the introductory phase, but after that everything is to continue with existing resources. It is important to create clarity here now. This is a good opportunity to take a thorough look: which existing measures, tasks or expenses may need to be re-examined anyway, with a view to whether they still make sense.
List the company's social media presences and content platforms
Corporate influencers are not just there to spread company posts and brand messages. But a connection to the company's social media accounts as well as to the corporate blog, for example, is essential. Here they at least get suggestions for shareable content as well as for conversations and topics. Even if the corporate influencers are to be actively involved in the social media and content strategy, there must be an up-to-date overview of the associated platforms including their descriptions and goals.
Unfortunately – or fortunately? – this often reveals bank data a need for further work. This also offers opportunities to improve overall communication. Sometimes a complete social media and content audit appears necessary. This is especially true if the content strategy is to be completely redesigned with the involvement of corporate influencers.
Review social media guidelines
We already addressed this point in the first phase. If you haven't already done so, now is the time to not only review the social media guidelines again, but also update them. Define where there is a need for revision, including in the implementation, i.e. communication with all employees. There are no such guidelines yet? Your company would not be alone in this, but you should change that. Include the need for development in the further project plan.