Is Your Business Leveraging The Peer Influence Pyramid?

03/05/2010

As the dynamics of social marketing continue to evolve, it is becoming increasingly important for social marketers to carefully identify strategic partners and key influencers online. By targeting the right influencers - those who leverage expertise, authority and a substantial target audience online, marketers can gain important awareness and access for their brands, as well as preference.

In Forrester’s new report, “Tapping the Entire Online Peer Influence Pyramid”, three types of online influencers are described: Social Broadcasters, Mass Influencers and Potential Influencers. These three categories of influencers comprise what is described as the Peer Influence Pyramid, and according to this report, each plays an important and unique role in social marketing.

The Peer Influence Pyramid

Social Broadcasters

These influencers are at the pinnacle of the Pyramid of Influence, according to Forrester, because they offer mass followings and lean more towards helping social marketing professionals to develop awareness rather than preference. Social broadcasters interact on a one-on-one basis, via social media and PR and blogs. They reward their audiences with sponsored dialogues, access to individuals, information, and samples of products- all of which are important tools in social marketing.

Mass Influencers

In the middle of the pyramid, you will find Mass Influencers. Mass Influencers are divided into two groups: Mass Connectors and Mass Mavens. Mass Influencers are relatively new and were created via social media tools. There are an estimated 28 million Mass Influencers in the United States alone. This group of online influencers engages their audiences by providing others with the opportunity to express their views and opinions. The benefits associated with this group not only include recognition, but also one-of-a-kind experiences and content online. Mass Influencers offer both awareness and consideration to social marketers.

Potential Influencers

Lastly, there are Potential Influencers. Most social media participants are found in this group. Potential Influencers have a moderate network that can offer marketers “a network rich with trust” and awareness. Influencers in this group utilize “easy sharing tools” and provide content that is popular, yet customizable. Due to the close-knit communities within this group, marketers could potentially benefit from the sheer size of these smaller groups as well as their close connections.

Choosing the social marketing influencers that are right for your business should not be left to chance or blindly assigned. Enlisting the assistance of professional social media specialists can help you thoroughly explore the influencers who are best suited to serve the needs of your brand.