b"Sel es and #Hashtags:Can Your BusinessBene t from SocialMedia In uencers?Two recent stories show the value of social media marketing. Cargojet provided the musician Drake with free use of a Boeing 767 jet as long as the companys name was placed on the outside of the jet and Drake made periodic posts to his more than58 million Instagram followers. It has been speculated that theSecondDiscuss the potential relationship with the person value of these posts will far exceed the cost of the jet. to determine if there is a goodt between your company and the social media in uencer. Then, discuss compensation and the Closer to home, the state of Minnesota paid Andrew Zimmernnature and number of the social media posts.$57,000 to promote Minnesota tourism. Under the terms of the agreement, Zimmern, a Minnesotan who gained fame for eatingThird Because the social media in uencer must accurately giraffe beetles, sauted bumblebees, and other insects on TV, waspromote your companys products or services, provide him or her required to make two monthly posts to his more than 1 millionwith product samples. These samples are typically retained by the Twitter and other social media followers.social media in uencer as part of his or her compensation.Even if not selling to millennials, companies should consider theFourthAn agreement needs to be signed between the potential value of social media marketing and using social mediacompany and the social media in uencer. The agreement should in uencers to attract new customers. Platforms like Instagraminclude standard terms (e.g., compensation and the conditions Facebook, Snapchat, and YouTube allow in uencers to quicklyunder which the agreement can be terminated), but it should also reach their followers, often in real-time, and endorse a companyrequire the social media in uencer to disclose that the posts are or speci c product.being made in exchange for compensation. While the Kardashians are likely the most widely known socialFifthBecause social media marketing can backfire if the media in uencers, anyone who is active on social media can be anin uencer's comments are negative, the company should review in uencer. Social media posts by a local meteorologist or evenand approve of all social media posts prior to posting.a star high school athlete may be of signi cant value for a locally owned business.Similar to other business agreements, working with an experienced attorney is strongly recommended But before you send free products to a social media in uencer orwhen entering into an agreement with a social media reach for the company checkbook, follow these steps to maximizeinfluencer. Please contact Michael Bondi if you have the value of the marketing opportunity and ensure compliancequestions about social media marketing.with appropriate regulations:FirstResearch who has social, political, and religious viewsMichael Bondi is a member of our Intellectual Propertygroup. Michael focuses his practice on the preparationthat are aligned with your companys target customers. Look atandprosecutionofU.S.andforeignpatentand recent social media posts and prior actions or statements thattrademark applications. could negatively impact the company, including whether this612-877-5307 | Michael.Bondi@lawmoss.comperson has previously supported competing products or services. LawMoss.com/people-michael-a-bondi4"