Influencers: More Brokers than Experts?
For some time marketers have recognized Influencers as experts who offer credible reach into niche audiences. Their challenge has been figuring out how to leverage those Influencers to meet marketing objectives.
A recent CNET Networks study “Understanding Influence, and Making it Work for You” sheds new light on the Influencer psyche. Far from supporting the ‘expert’ position, the research suggests that “influencers are individuals who gain self-worth by giving good advice.”
Influencers build large social networks and interact with 100 or more people each month. Moderately-connected individuals report connections with between 11 and 99 people each month, while less-connected individuals have 10 or fewer connections with close or casual friends, neighbors, family members, co-workers, and church or civic organization members. The study finds a correlation between network size and self-reported influence activity. Fewer than half the less-connected group is asked for opinions or advice, versus 75 percent of the highly-connected cohort.
The research shows a direct correlation between the size of the Influencer’s network and thew role of technology in their ability to stay connected. According to the report, “Technology enables the maintenance and frequency of connections…”
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