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I would argue that social media posts by a model-athlete can drive up ROI if
the model-athlete presents the product in a way consumers/viewers can relate
to. It's micro-blogging at its best if done well. I found a lot of success
from it - but I am also a blogger with a marketing background so I have a
strong understanding of how the "game" works. If you ever question whether
someone is an honest user, view their comments. If really comes down to
whether or not the model-athlete engages with their audience. Meaning, if the
viewers are asking questions about the product then those are the people worth
sponsoring. My two cents. <http://www.instagram.com/ingabeck>
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