I read a great post this morning by Paige ONeill called Influencer Marketing Helps Spread the Word. I agreed with everything mentioned except for point #5. I don’t believe that influence marketing can be fully automated.
Specifically considering Twitter, an automation process can certainly find influencers and, say, auto-follow them. It can even auto-DM them if they follow back. This is a great first step in raising the awareness of your brand. But, it will not create advocates.
Advocates are born from personal interactions. Nobody becomes passionate about your brand simply because of recognition that they exist. Only by personally engaging these potential key influencers can a relationship be created, trust built and advocacy promoted.