Who do they are the digital influencers?

In addition to the classic influencers, represented by journalists and traditional media editors, there are now new categories of influencers that have developed mainly on the web 2.0, such as bloggers, social media influencers and journalists and editors specialized in the web:

Bloggers

According to the Technorati Digital Influence Report, 86% of influencers are active bloggers. Bloggers are very good influencers because they incorporate brands and products into stories, for example in the form of experiences or testimonials, which have a strong recommendation character.
Bloggers' contributions thus give products and brands a high degree of authenticity and credibility. Influential bloggers usually have a large number of loyal readers who regularly comment, link or share their posts on social media.

Social media influencer

Social Media Influencers are people active in social media, such as Twitter, Facebook, Instagram or YouTube, who exert a great influence on social media in the form of contributions, comments, opinions or infographics. They usually have a large number of followers and are used to receive a large number of feedback on their messages, in the form of likes, shares and comments. Social media influencers may already be reference persons in their professional fields or VIPs, as well as they may become reference persons as a result of their success on social media.

Web Journalists and Editors

Journalists and editors are the influential classics. Today, thanks to the large number of publications available exclusively online, journalists are often active as bloggers and are present on social media, earning an appropriate status of experts in their community of reference. Journalists and web editors are generally very proactive and do news scouting on social media and blogs rather than just waiting for traditional press releases. They can therefore be easily reached through social channels rather than through traditional press relations.

How to find the right channels of influence

Before you even start looking for influencers, you need to develop an influencer marketing strategy. The best and safest way to find the right channels is to look for topical contributions that are directly related to the products, topics or content of interest.

Searches in the form of keywords or hashtags are the most suitable for this purpose, allowing you to semantically detect on the web the content that is most relevant to the topics of interest and consequently identify the authors, who if they have the necessary follow-up are potentially classifiable as influencers.

Once the influencers have been identified, before contacting them, it is worth thinking about how to offer them significant added value in the form of exclusive offers, unpublished information or company insights that can be used by them to make a name for themselves and gain greater authority in their community of reference.

Demonstrating interest in the contributions and work of influencers, collecting aspects of their content and ideas, commenting on them and sharing them is a good way to establish a relationship with them, demonstrating that they are truly interested in dialogue and recognising their opinions.

Of course, special care must be taken not to put any pressure on influencers. Attempting to influence the neutral reporting of an influencer can often prove counterproductive, especially when the relationship is not yet established and unnecessary misunderstandings may arise.

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