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WOMMA's Influencer Handbook
WOMMA has been working with its membership since Fall 2007 to take a stand and define the influencer marketing space. After many discussions with various opinions being presented, WOMMA felt influencer marketing required a clear delineation of functions and best practices by providing guidelines and ideas marketers can utilize when creating and sustaining an influencer program. WOMMA believes influencer marketing is real and here to stay. It is not a myth, or a passing fad, or the latest trend. It is just one component of successful word of mouth marketing programs.
The following guide was created by the WOMMA Influencer Council -- a cross-functional and diverse group of industry professionals experienced in identifying and developing standards for working with influencers.
The Influencer Handbook aims to provide practitioners with the following information:
• Definition of an influencer and influencer marketing
• Types of influencers
• Methods to engage and thank influencers
• Guidelines for influencer self-regulation
• Bibliography of influencer communication research and practice
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