Individuals with a strong personal brand and a loyal following on social media can have significant influence over the purchasing decisions of their audience. And collaborating with influencers in your marketing campaigns can drive engagement, create a buzz around your brand, and boost sales. "It's often assumed that U.S. companies are fairly sophisticated at marketing tactics," writes Kimberly Whitler. Yet compared with their counterparts in other parts of the world, U.S. companies don't have a good understanding of how to work with influencers. Here, Whitler shares some of the key mistakes U.S. companies are making.
Image: June 2017 Hue, Vietnam - Colorful bundles of sticks are used for making incense. (Getty Royalty Free)
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