網紅網美真迷惘 (圖片來源：https://blog.hotmart.com/en/become-digital-influencer/ )

*筆者：上篇分享了網紅經濟的現象與旅館業者因應之道，本篇再接著分享檢視真假網紅的判斷方向與方法。其實近年的網路紅人代言推薦的效益不亞於於影視名人的代言推薦，只是網路紅人會相對來得「實惠」且更「親民」一些。

談談名人代言與媒體的例子。以英國劍橋公爵夫人凱瑟琳(凱特)王妃為例，由於其英國皇室成員身分，出入公眾場合的衣著都選擇了英國自有品牌或英國時裝設計師的作品，就連其小孩的用品、衣著也都選擇英國品牌，加之以凱瑟琳王妃的衣Q佳，因而同款女裝與童裝、兒童用品，每每在網站上架後都被秒殺甚至斷貨，可謂「帶貨皇族」，成為促進英國國內消費的利器。至於台灣網路紅人蔡阿嘎則受到許多業者甚至政府機關的青睞，能以相對少且實惠的預算讓產品與活動有大曝光度，同時更能接近目標族群以達到後續的消費動機與業績。 最近有聽說某家業者大手筆招待兩岸三地十多名新聞媒體記者住宿與用餐，即所謂的「FAM trip」(familiarization trip ─ 熟悉體驗行程，除了旅行社業者外，新聞媒體記者也會是受邀對象之一)，以求在目標市場有更多媒體曝光度與後續而來的業績，二天一夜的行程招待下來的成本自然是不貲(當然希望能換得同時間更多的媒體報導與曝光)，至於實際上的新聞媒體曝光程度為何？篇幅大小為何？是專文或同時夾雜在其他旅館業者當中的消費資訊？似乎就有些不好說了。

一起來看看下篇的趨吉避凶指南吧！Cheers!

How hotels can scope out fake ‘influencers’
(旅館業者如何檢視出假「網紅」)

2018/07/10 eHotelier.com/insights by Arielle Sanchez from E-Marketing Associates

If you’re running a hotel or work in one, there’s no doubt that you’ve received a ton of emails and calls from “influencers” asking for a free stay. They often beef up the request with a list of what they have done, adventures they have gone on, the fact that they’ve worked with brands in the past and of course, the fact that they will recommend the hotel to their massive group of followers.  
如果你是旅館業者或旅館從業人員，想必你已收到要求免費住宿的「網紅」所寄來的爆多電子郵件與來電。他們經常會列出所達成的事蹟、合作過的旅館酒店品牌等豐功偉業來強化他們的「免費住宿」要求，當然也包括向他們的大批粉絲們推薦你家的旅館。

Don’t automatically give away a stay for free just because it sounds good! You need to conduct some research for yourself to see if what they are saying is not only true, but if working together is also good for the hotel. The agreement should be mutually beneficial, and many times it’s the influencer getting the deal, with the hotels getting the short end of the stick. Don’t be fooled by empty promises and learn how to scope out and identify fake influencers.
千萬別自動在交涉過程中退讓並同意提供免費住宿只因為看來這似乎是個好主意！你得要做些研究判讀來確認他們所言不僅為真且在彼此合作當中，自家旅館確實能從中獲益。旅館與網路紅人之間的協議應互利，然而很多時候都是網路紅人獲利而旅館業者卻處於劣勢。別被空頭支票給愚弄，並學著如何檢視與分辨出假的網路紅人。

Here are some steps you can take to determine whether or not an influencer is a good fit:
以下有幾個你能採取的步驟來決定某位網路紅人是否名實相符：

Initial email(詳讀最初信件)

You’ll want to carefully read the initial email that was sent. What is the influencer asking for? What are they promising in return for what they are asking for? The good news is that you’re able to attach an actual dollar amount to what the influencers is asking for. This will help you better gage if working with the influencer is worth it. For example, if they are offering a couple of posts in exchange for a 3 night stay at $150 a night, that means that they should be giving you at least $450 worth of exposure.
你會想仔細讀取網紅最初寄來的電子郵件。網紅在信中要求了什麼？他們答應以什麼事物做為回饋與交換？電子郵件的好處是你能夠在信中附加上網紅所要求的實際金額。而這能幫助你較能判斷是否值得與該位網紅合作。比方說，如果網紅同意會刊登數篇文章在其社群媒體上以交換每晚價值150美金(約新台幣4600元)的三晚住宿，那就表示他們應該給予你至少等值450美金(約新台幣13800元)的媒體曝光量與程度。

Take a look at their channels(瀏覽網紅經營的社群媒體)

The influencer will have no doubt included links to their social media channels and possibly even their blog. Here’s what to look for:
網路紅人一定會有其社群媒體的相關連結，甚至還可能有其部落格。以下是查看的要點：

• Follower count
• Engagement rate (average number of likes per post versus the total number of followers)

(追蹤者/粉絲數量)
(粉絲參與比率─ 每篇PO文的平均按讚數量 v.s. 粉絲總數 )

If they have 100k followers but their posts only average around 80 likes, what does that mean? First and foremost, it means that they don’t have as much of an influence as they say. It could also mean that they have fake followers.
假如網路紅人有10萬名粉絲(追蹤者)，但他們的PO文平均只有80個讚，試問這表示什麼？首先，那就表示說他們並非所自稱的來得那麼有影響力，且同時也可能表示他們的實際粉絲(追蹤者)數量造假。

• Branding

(品牌定位)

You need to keep both the hotel’s and the influencer’s brand in mind when working together. Does the influencer’s brand reflect something that the hotel wants to be associated with?
當你選擇要與網路紅人合作時，你必需時時把自家旅館及網路紅人的品牌定位放在心上：網路紅人的品牌定位能否表達出自家旅館所欲傳達的品牌關聯性？

Who is their audience?(網紅的受眾是誰？)

You want to make sure their audience aligns with your target market. If your hotel caters to business travelers and an influencer’s main audience is millenials looking for bargain deals, perhaps the influencer isn’t the right fit.
你會想要確認這些網路紅人的受眾能否與自家旅館的目標市場一致。如果自家旅館主要是接待商旅人士，而某位網路紅人的受眾是尋求優惠折扣的千禧世代族群，那麼該位網紅就不符合自家旅館的需求與定位。

Have they worked with hotels in the past?(網紅有跟旅館合作過嗎？)

This is an important one. Their hotel references may even be able to provide you with a recommendation.
這是重要的判斷點。網路紅人的「旅館資歷」或許還能夠給你一些推薦人選。

What results can they provide(網紅能提供怎樣的成效？)

Maybe they haven’t worked with a hotel per say, if they’ve done other collaborations successfully, maybe they can be a good candidate. If they have a website or blog, you can ask to see analytics reports regarding their traffic and how much of it comes off of social media.
或許一些網路紅人未曾與旅館業者合作過，但如果他們有其他成功的合作案例，那麼他們也可以是個不錯的合作人選。要是他們有自己的網站或部落格，你可以要求他們提供其社群媒體的網路流量及其內容所致的瀏覽程度的數據分析報告。

If they don’t exactly have a ton of followers and you’re not really sure as what the impact they can have is, but you still want to work with them, you could perhaps offer a discounted stay in exchange for a couple of posts. This way, you could see if the exposure amounts to anything, and if not, you still made some money off of the stay and now have some extra photos you can use.
要是這些網路紅人並未有龐大的粉絲追蹤者，而你也不是很確定他們能多有成效，但你還是想跟他們合作的話，你或許可以提供優惠價的住宿來交換數篇網路PO文。這樣一來，你可以看看如此的網路曝光能否產生任何效果，如果效果不佳，你仍舊能補貼到一點房費並且還多了些額外的美照可供自家旅館使用。

Just because an “influencer” has a lot of followers on social media and claims to have done all of these impressive accolades, doesn’t meant it’s true. They could just be milking hotels for free stays, fully knowing they can’t provide much value in return. Make sure to come up with a plan to vet all potential influencers and only work with ones that you know could benefit the property.
網路紅人只是因為在社群媒體上有眾多粉絲並聲稱有這些令人印象深刻的豐功偉業，但這並不表示一定是事實。他們或許只是想榨取旅館的免費住宿，也清楚他們無法回饋到一定程度的商業價值。請確定自家旅館有想出一套調查所有可能的網紅之方法與規則，而且只跟能有利於自家旅館的網紅合作。