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Businesses are now competing with – and often losing to – “the wisdom of crowds” in the branding battle. Identifying individuals who sway online consumer opinion on specific topics and within specific communities has become critically important to marketers and public relations professionals.
A slew of social scoring platforms have emerged with claims that they can identify who influences who online while providing various tools and scoring systems to rank those who are influential and those who are not on a variety of topics. However, as with most early adopters, their efforts have been widely criticized. Some say they’re just misunderstood and that the technology is just too new. Either way, there’s one certainty: Marketers and public relations professionals are taking notice.
We surveyed marketing professionals around the world in our ongoing effort to better understand this growing industry and where businesses stand on the issue. Can social influence truly be measured? Is anyone using them? What’s the future of influence marketing?
You can access the full survey results that show:
Buy the book that offers the methodologies that answer the needs raised in this report: Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing
Book Authors: Danny Brown & Sam Fiorella
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