Dear Mishu in the News: “Dog Resolves Insurance Claim, That’s the Power of Social Media Micro-Influencers”

Dear Mishu in the News: “Dog Resolves Insurance Claim, That’s the Power of Social Media Micro-Influencers”

Dear Mishu has been featured in a news story about micro-influencers!  Read more below:

Dog Resolves Insurance Claim, That’s the Power

of Social Media Micro-Influencers

 

DURHAM, NC / ACCESSWIRE / April 3, 2018 / Recent scandals involving social media “influencers” have many describing these personalities as entitled brats looking to get things free, and for little work. For example, a recent case in the UK pitted a YouTuber looking for free hotel accommodations against a Dublin luxury hotel in an outright PR war. While those headlines make for good clickbait, the situation is more complicated, and more interesting, according to NG Gordon, a social media influencer veteran.

“The UK scandal points to a fundamental misunderstanding of professional social media influencing, perhaps on both sides,” explains Gordon. According to Gordon, a brand looking to work with influencers, especially micro-influencers, should treat the interaction as a business arrangement, much as they would working with an advertiser or a graphic designer or a wedding singer.

Gordon, who writes and blogs as @dearmishudad, is the person behind @DearMishu, a social media pet influencer. Launched in October 2016, @DearMishu has over 90,000 followers on Twitter, Instagram, and Facebook for an account the conceit of which is a dog who gives advice to humans. If you’ve ever read an advice column, the concept is similar – but in this case, the advice comes from Mishu the dog, whose simple approach to life translates into wisdom when applied to human dilemmas.

“Dear Mishu is a perfect example. As a micro-influencer, Mishu doesn’t have a million followers, but those she has are extremely loyal, constitute a community, and value her authentic voice and look forward to reading her advice. It takes work to build that kind of community – time, creativity, and attention,” explains Gordon.

Brands often talk about doing “outreach” to social media influencers – as if they are trying to get the cool kids to pay attention to them. “That’s a mistake,” says Gordon. “Brands should treat the influencer relationship like any other business development relationship — lay out clear terms, sign a contract defining the scope, and pay the influencers for their work. For their part, influencers who care about their own reputations should be sure they only accept work for products they can endorse in good conscience.”

This kind of professional approach has served @DearMishu and Gordon well. For nearly a year, Gordon, who is a Type 1 diabetic, had been trying to get his insurance company to reimburse him for emergency insulin he had purchased out of pocket. In frustration, he decided to turn to man’s best friend, his dog Mishu, and her social media community.

The post on Instagram and Twitter read: “Dear Mishu: What do you do when your insurance company wants you to pay for their mistakes? I called @BCBSNC so many times, but they are not helping. ~ NG.”

Micro-Influencer Dog Solves Problems

Dear Mishu Micro-Influencer

 

“Within a few hours, I had a social media agent from the company reach out to me, and within a week I had a resolution to an issue that I had been trying to solve for almost a year, over dozens of phone calls from me and my doctor,” said Gordon. “I was so impressed by Blue Cross Blue Shield of North Carolina. Some companies have social media teams that are just focused on PR and getting unhappy customers to be quiet. In the case of BCBSNC, they’ve empowered their social media team members to be problem solvers, and they’ve recognized that social media influencers really do have influence with their followers.”

The story doesn’t end there: @DearMishu thanked the insurance company on social media – both after the initial contact and again once the problem was resolved. “I hope this case shows that social media influencers can be good citizens – and can be an asset both to their followers and the brands they interact with,” said Gordon. “Micro-influencers like @DearMishu are really connected to their followers, and many won’t accept a job that they don’t really believe in and think will benefit their followers. Understanding this relationship, but also approaching them as professionals will ensure a good experience for brands.”

Dear Mishu is an advice columnist and a character based on Mishu, a rescue dog, with over 90k followers across social media platforms. Dear Mishu brings a dog’s innate and simple wisdom to solving friendship, love, career and general life problems for humans and dogs.

15 Comments

  1. I have been a professional blogger since 2011 and most definitely agree with you that agencies and brands should provide a contract when hiring our social media influence services. All the brands I work for do this to set expectations and limitations of the commitment. I am glad you were able to solve the situation with the insurance and that was a win win for both. Congrats!

  2. And I thought being an influencer didn’t involve any of this tough stuff! What a nightmare tangle.

    We believe bloggers should have integrity and you prove that.

    Marjorie and Harvey

  3. I agree this does sound like the best way to do things. And I can definitely relate to insurance issues! Glad everything worked out!

  4. Yay, Mishu! Yup, when a social media “influencer” influences with integrity, an influencer gets stuff done. Very much like when peeps go public by contactin’ local tv stations and stuff, no? PURRS.

  5. Wow . Look at that! People really underestimate the power of social media and the people behind it. I was even more relieved you were able to get your situation resolved (after a year). It took a while but it was a win in the end. Yeay !

  6. This is simply BRILLIANT! Way to go! They can’t hide anymore! I know most businesses really do want to do right by the customer but those who want to hide – HELLO we are all watching and sharing! Way to go!

  7. How well an insurance company honors their obligation and how they work with the clients is one of the important criteria when selecting one. We had couple of hick-ups with Trupanion but they both got resolved and I never had any issues getting them to respond and communicate.

  8. I’d like to congratulate you on developing such a strong and loyal following! Anyone who has developed a blog, a brand, a social media presence, relationships built on integrity, and a website knows the amount of hard work, sweat, strategy, vision, and persistence that goes into it. Kudos to you on building a relationship brand with an important purpose–happiness.

  9. Companies don’t want negative reviews or bad comments on social media. You tried everything to no avail before going to social media. Now you got publicity for your blog and resolved the insurance issue – way to go!

  10. Mishu is a very valuable friend to have! I am curious though…what does Mishu mean and who named Mishu?

  11. That’s great that you were able to finally resolve your insurance issues. I’ve started turning to social media to deal with a lot of customer service issues as well. So much faster than calling and waiting on hold for hours trying to get to the right person. Go Mishu

  12. It is a shame that the insurance company didn’t act until they were called out on social media, but at least it was resolved. I think your approach was done in a respectful manner.

  13. Wow! Great job, Mishu! You certainly are quite the influencer.

  14. I guess brands would do anything to prevent negative talks about them on social media. I am glad you got it resolved so fast after turning to Mishu!

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