“Growing an online presence is important but let’s get real about influence. Presence doesn’t equal influence. Presence can be measured in social media followings. Influence can’t.” – Martha Giffen (@MarthaGiffen), Online Social Influence Has Gone Crazy
“When it comes to measuring influence, it is important to remember that the primary objective of an influencer program is not just to influence the influencer. The real objective is to influence the influencer’s network, as this is the point at which the impact of influencer engagement is both felt and measured.” – Tim Williams (@williamstim), How to Measure the Results of Influencer Marketing
“Influencers (like bloggers) create and distribute relevant content that is highly targeted and shared in an authentic and transparent way. That means less shouting and more listening, exchanging advertising “noise” for quality conversations about things that matter to the reader. When brands partner with fans and influencers who are closer to their target audience than they are, they gain trust by participating in the conversation. It is a two way street. Smart brands listen as much as they talk. They understand that they need to participate in the conversation rather than control it.” – Holly Hamann (@HollyHamann) , From Advertising to Advocacy: Why Influencer Marketing Matters
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