Social media is not all bots talking to each other. It relies on people, and those people talking to other people and everybody listening to each other. But there are always people who will talk more than others and online they are looked up to. That person is what we can refer to as an influencer.
Influencers aren't new. They've been around for centuries as people have tried to reach larger audiences with ideas and products. But the concept of this chapter focuses on social media influencers, a relatively new idea in the world of digital marketing. Funny enough some of the first social media influencers were writing blogs like this one. It's interesting to see what can start from something so small.
An influencer isn't just a person, they're someone who knows their environment and how to use it to its maximum effect. You can't have any old Joe representing a brand, you need someone credible and with a lot of reach. This reach can range from nano levels of a few people to mega levels of more than a million. Each level has its own perks and drawbacks but each are good for different marketing efforts. On top of that they also need to care about the brand or subject they're representing. Football players represent football and football products, not musical instruments. But above all else they need to be interesting and engaging. When you interact with someone often enough they become part of your social routine. This is what an influencer ultimately does, they become a part of your social circle from a distance.
I have never had any interaction with influencers outside of the simulation. But through this and reading the chapter, the attitude I approach them with makes more sense. They are a marketing tool but with thoughts and ambitions. I can't slap a number on them and call it a day. I have to put effort into their interests and how I will compensate them for their use of influence. Just like the people they influence I have to care about how in influence them to further my brand. Everything really does come full circle.
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