Wednesday, April 19, 2017

Working with influencers: monetizing social dialogue

This article touches on "influencers" which is a term a literally just heard of this year. Before this term i used paid spokesperson, but in 2017 the term is dated. Influencers are normal folks like us who have a cult following on their social media account, and suddenly start to push products to us. That is my definition, I am sure there are more elegant ways of describing the job function. Influencers are becoming a lot more "powerful" in the realm of marketing and this article describes the advantages for business using influencers to drive marketing to the identified segment. There are qualitative advantages like removing the middle man from the equation, and not having to create content. Influencers have carefully curated thier content and positioning so there you have a good idea of what to expect. There are also real quantitative benefits in using influencers. The TV commercial has a steep price, the article quotes prices in the $400,000 range, and can be a hit or miss on segment and content. In contrast prices for influencers are in the range of $25,000 to $50,000 and you have great insight on the type of segment because their followers are there and public.

Social dialogue is very important, especially as we see more incidents becoming viral (United?).

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