Influencer Persona in the Media Engagement Framework
Guy Powell, Steven Groves, Jerry Dimos · 2012
This chapter introduces the influencer persona in MEF by describing each of the elements of the influencer dimension of the media engagement framework. Influencers in social media are an important group because they can amplify a brand's message for its 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 brand's target market. Therefore, utmost level of care should be undertaken to develop this class of market participants. The author discusses a new concept called the influencer endorsement funnel that draws upon metrics already known and understood by marketers — reach, frequency and quality — and applies them to the development of influencer marketing programs. In this way, successful influencer marketing strategies can be defined, executed and measured in such a way to drive the most value for the brand at least cost.