Social Media Influencers, Part 1: Harnessing the Modern “Word of Mouth”

By Samantha Tirado
Samantha is creative soul who thrives on change and imagination. When she is not fighting for the environment, she is transforming social media norms across industries and channels.

The way companies market their brands has changed drastically over the last few decades, from classic billboards and newspaper ads to TV commercials and internet pop-up ads. Hey, even the Yellow Pages had their day. And while these legacy tactics still have a presence in some industries (albeit, sometimes a dying presence), they are being outperformed by a more modern, more quantifiable, more targeted strategy: social media marketing.

According to the 2017 Global Digital Statshot, more than three billion people actively use social media, which translates to 40% of the world’s population. That’s a lot of people. Likely a lot more people than those driving past your billboard on the local interstate.

With these stats in mind, it’s critical for your company to develop new tactics for generating market growth, including how to reach your target customers. There are many social media tactics you can use to generate revenue, including engagement, advertising and organic posting, but lest we forget a critical piece of the social ecosystem: word of mouth.

I’m not talking about the keratin conditioner your hairdresser recommends, or the Amazon star rating on the product you’re about to purchase. I’m talking about social media influencers.

A social media influencer is a credible individual who has established a dependable standing on her social channels with reputable, quality followers in her industry. An influencer is a go-to person who followers listen to, engage with and trust on social media. Influencers in your industry have the power to boost your brand awareness and promote your product or brand’s reach – either organically or through a paid strategy. And in today’s social-media-obsessed culture, these influencers hold a lot of power.

Still need convincing?

70% of U.S. agencies and brand marketers agree that influencer marketing budgets will increase this year. And 89% believe that influencer marketing can positively impact how people feel about a brand.

Wondering where to start? Have no fear!

I’ll be breaking down everything you need to know about social media influencers in blogs to come during this influencer engagement series.

Stay tuned for the next post highlighting five steps for choosing the right influencer for your brand.



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