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ROI of Social Media: How to Improve the Return on Your Social Marketing Investment by Jerry Dimos, Steven Groves, Guy Powell

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4

INFLUENCER PERSONA IN THE MEDIA ENGAGEMENT FRAMEWORK

Influencers in social media are an important group because they can amplify your message for your benefit, regardless of whether the message is online or off. This amplifier effect is critical to reap the most benefit from social media. However, influencers not only send out positive messages, they can also send out negative messages to your target market. The utmost level of care should be undertaken to develop this class of market participants.

THE INFLUENCER AND THE MEDIA ENGAGEMENT FRAMEWORK

The influencer component of the model describes how marketers can approach influencers in their category, set internal targets and measure their effectiveness with the goal to gain their endorsement for issues and brands that will have a positive impact on the category or the brand. There are other dimensions to define an influencer strategy, and they may be important for some categories, but, overall, we have found these three dimensions to be the most important with regard to the MEF.

These three dimensions relate to the influencer in the following ways:

  • audience segmentation: influencer celebrity, category strata and audience target profile
  • competitive set: endorsement share
  • influencer endorsement funnel: reputation, reach, frequency and quality.

In social media, influencers represent potentially the most important group of individuals for marketers. Influencers in social media have followers. These followers are made up of individuals, ...

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