CORPORATE INFLUENCING GUIDELINES
We make a clear distinction between three different roles:
These guidelines focus specifically on corporate influencing.
CORPORATE INFLUENCER PROFILES
Remember:
Corporate influencers represent MEIKO through their personal/professional profiles. They act independently, but within the confines of the guidelines. Feedback, content coordination and critical cases always go through the HQ Social Media team.
OBJECTIVES AND STRATEGIC INTEGRATION
Corporate Influencing is not a short-term trend – it's a long-term way to leverage:
trust – by using personal credibility to strengthen confidence in brand messages
reach – by tapping into social, audience-relevant networks and recommendation effects
expertise – by positioning oneself within professional and industry discussions
engagement – by fostering genuine closeness to the target audience, locally and globally
PROFILE / WHAT THE ROLE REQUIRES
Not every employee is automatically suited to the role of corporate influencer.
To achieve the right combination of authenticity, strategy and visibility over the long term, a clear understanding of the role and well-defined requirements are essential.
This profile clarifies what’s expected and provides practical guidance for selecting and developing future corporate influencers and managing expectations.
DOS & DON’TS OF CORPORATE INFLUENCING
Corporate influencers operate in the public sphere, representing not only themselves, but also the MEIKO brand.
The following Dos & Don’ts provide practical guidance on the scope of corporate influencers' activities and the communication standards they are expected to meet.
The goal is to promote clear, confident and on‑brand communication across the social web.
GOVERNANCE & ACCOUNTABILITY
A structured framework is the key to reliable results.
To make corporate influencing a credible and consistent part of a communication strategy, you need clearly defined ground rules, approval processes and points of contact. Governance safeguards quality, gives employees confidence, and ensures MEIKO remains a reliable and professional participant in the digital space.
RULES (CHECKLIST)
ONBOARDING & COMMUNICATION APPROVAL
☐ Participation in mandatory CI briefing before becoming active
☐ Official role confirmed by HR/Comms
☐ Use of content packages provided by HQ
ESCALATION PROCEDURE
☐ Sensitive topics or legally contentious content to be reported immediately to Comms, HR or line management
☐ No unauthorised publication or discussion of sensitive or critical content
FEEDBACK & REPORTING
☐ Feedback on impact, engagement and operational matters to be provided exclusively via the HQ Social Media team
☐ Use of central dashboard (e.g. Facelift Data Studio) for reporting
☐ Regular updates submitted to HQ on schedule
TRANSPARENCY & RESPONSIBILITY
☐ Act independently in accordance with the guidelines
☐ New profiles, channels or campaigns only after prior coordination with HQ
☐ Clear disclosure of company affiliation where relevant
SUPPORT & COORDINATION
☐ Each market organisation appoints a CI Lead as point of contact
☐ CI Lead aligns local content with HQ guidelines
☐ CI Lead ensures quality assurance and ongoing exchange with HQ
IDENTIFYING AND SELECTING EXTERNAL INFLUENCERS (BRAND AMBASSADORS)
This checklist provides the framework for a structured evaluation to identify suitable influencer personas for MEIKO. Based on criteria such as brand fit, professionalism, ethics, audience relevance and strategic impact, it lays the foundations for selecting external influencers or potential brand ambassadors that are a credible match for the brand.
Criterion | Do (criterion should be met) | Don't (warning sign) | Rationale / context |
|---|---|---|---|
Brand fit | Themes closely related to MEIKO (e.g. food service, hygiene, sustainability, technology topics) | Influencers promoting lifestyle, beauty or irrelevant consumer products | MEIKO stands for B2B solutions, quality and clean technology – influencers should credibly convey these values |
Tone & values | Relatable, factual, professional communication; respectful online interaction | Polarising rhetoric, irony without context, political or critical statements | Partnerships must never put MEIKO’s reputation at risk – shared values are essential |
Target audience relevance | Reach within relevant segments (e.g. head chefs, infection control officers, hoteliers, technical decision-makers) | Reach only in consumer or entertainment sectors | What matters is not the total number of followers, but how closely they match MEIKO’s target audience |
Quality of content | Strong visual standards, clear messaging, focus on topics that add value | Shaky videos, superficial posts, purely self-centred content | MEIKO stands for professional solutions – partners should reflect that professionalism in their content |
Authenticity | Personal connection to the TOPIC or industry, credible stance | Purely promotional platform, heavily sponsored content without genuine interest | Authenticity and credibility are key to influencer marketing – especially in the B2B environment |
Experience & competence in format | Personal connection to the TOPIC or industry, credible stance | Neglected profiles, no discernible posting strategy | Reliable partners can produce content skilfully and in line with brand standards |
Engagement & dialogue | Active community, respectful interaction with followers | Purchased followers, minimal engagement or response | Engagement rates are often more meaningful than reach – conversation drives impact |
Transparency & labelling | Proper disclosure of promotions, clear separation of personal and sponsored content | Misleading wording, failure to disclose collaborations | Legal compliance and credibility depend heavily on transparency |
Willingness to collaborate | Cooperative attitude, open to briefings and feedback, keen to coordinate | Self-centred content, not open to feedback or coordination | Collaboration based on mutual respect is key for brand coordinators and communications teams |
Long-term potential | Interest in ongoing cooperation, scope for brand allegiance | One-off campaign without strategic fit | The ideal scenario is building long-term brand partnerships with growing influence |