Kary Delaria is a digital PR strategist and social media research analyst for Kane Consulting, a social media firm that specializes in cross-channel integration.

One of the biggest obstacles I’ve seen to social media success is that many people assume the same strategies and tactics that work well offline can be applied to this space. Most recently, this struck me with regard to influencer outreach.

I was discussing this with my colleague, Jennifer Kane, after she attended the Influencer Throwdown Panel with David Binkowski, Kevin Dugan and Krista Neher (moderated by Saul Colt) at SXSW Interactive. One thing that really got her thinking was this interesting concept that the panel posed:

The biggest mistake PR professionals make when working with influencers is to take a media relations approach, rather than a community relations approach. (more…)