Building effective relations with social media influencers in Singapore

With the increasing clout of social media influencers (SMIs) in influencing public perceptions toward organizations, organizations should consider building relations with SMIs to maximize positive online media coverage. This study examines how organizations can build effective relations with SMIs using the Mediating the Media model as its theoretical lens. In-depth interviews were conducted with 10 Singapore-based SMIs. Findings showed that mindset on content judgment, media routines, economic and social goals and roles, and extra-media forces matter to the SMIs, while media ideology is largely irrelevant. A Social Media Influencer Engagement model that conceptually represents the key influences and proposed strategies is posited, which aims to provide public relations practitioners with an accessible framework for cultivating media relations with SMIs.