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Online influencer outreach is a big part of the social media playbook, but we confuse audience and influence, and overlook advocacy. Here's how to reconfigure.
Trying to convince online influencers to tweet, blog, instagram, or pin nice things about your company is the post-modern version of celebrity endorsement, but with less impact.
Public relations firms and/or in-house communication apparatchiks take the same concepts and mechanics of celebrity endorsement and bring them online, using Klout scores in lieu of celebrity Q scores, and blogger ID software like Group High in place of Hollywood agents.
The idea is that once drafted into the cause and compensated in some way, online influencers will spread the word in social media to their acolytes, increasing sales for the brand. But these programs often prove ineffective at driving behavior beyond social chatter.
There are two reasons for this....
[Jay Baer offers great insight into REAL online influence - JD]
