• by Ross Fadner , October 10, 2017

Is massive reach enough to justify partnering with an influencer today? According to Sarah Anne Spaulding, Social Media Manager and Chief Content Editor for Macy’s, it’s more important to look at the content an influencer produces and whether that is in line with your brand’s messaging, rather than how many likes and followers they have. For Macy’s, influencer partnerships are an extension of the brand’s creative team, she said during the OMMA at Advertising Week panel “How to Evaluate Influencer Campaigns.” 

MODERATOR Leslie Hall, Principal, ICED Media; PANELISTS Jodi Harris, VP, Consumer Strategy & In­sights, Anheuser-Busch; Greg Meyer, Head of Influence, HYFN; Keith Pape, Founder & CEO, YELLOWPIKE MEDIA; Samantha Skey, President & Chief Revenue Officer, SheKnows; Sarah Anne Spaulding, Social Media Manager and Chief Content Editor, Macy's

Find the rest of this session, and more, at our 2017 OMMA@Advertising Week Agenda Page.