Can you find real online influencers?

Aligning a high-profile social media player with your brand isn’t a science, but maximizing his or her potential is an art. Make sure your company is doing the latter.

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“I was invited to two events where I’m not the target audience and excluded from at least one where I was a fit,” said Eden Spodek, digital communications strategist in Toronto. “In both cases, research obviously didn’t play much of a role in the invitation lists.”

Those of us who are active in social media are often invited to events because of the influence we’ve created among our communities. If you take away the free food, free drinks, and the potential of a fabulous swag bag, you might be left wondering: “Why am I here?”

The ability to identify influencers to align with a brand or a cause is not seen as an exact science; once influencers have been chosen, they are often not used to their maximum potential. Many companies rely on popular social influence scoring platforms as a means of identification, but renowned Canadian digital strategists Danny Brown and Sam Fiorella beg to differ.

As the authors of the recently released “Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing,” Brown and Fiorella present a new methodology for businesses seeking to close the gap between influence marketing strategies and measurable sales impact.

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