The recent “Future of Influence Summit” in San Francisco got us thinking about exactly who influencers are these days. Though we all know influencers are important, tracking influence is equally important and, to date, no one has accurate metrics for this.
Traditionally, marketers think of influencers as media and industry experts with large reach that have some level of public credibility to provide a more informed view of products, services, etc. The face of the influencer is now changing. We know that the power of influence may often happen within small social circles where even the smallest influencers are important. Like Tara Hunt said, “EVERYONE is an influencer.” When you share within your own private circles, you certainly have more influence than those outside that community. The problem is that there is very little visibility into the propagation of influence at the grass roots level.
Especially within these more intimate communities, reputation is key. When you receive shared information or recommendations from someone you trust, it means much more than email or online advertising. However, trust can weaken when people question motivation. Paid sponsorships and communications can seem less genuine than personal recommendations. When you recommend certain products or services to your own intimate community – friends, family, colleagues — you are a much stronger influencer than a paid ad – and this is something that you can’t monetize.
Empowerment of these micro-influencers has been supported more and more through advanced communications, easier sharing technologies and by personal channels like email. In Brian Solis’ post “Unveiling the New Influencers” he says that “Those who master their domains are developing persuasive and important communities around their areas of expertise, interests and passions and now possess the prowess and authority to direct, instruct, and steer decision makers and referrers” At ShareThis we want to provide the best and easiest possible way to share information and ideas with your community. After all, the power of influence is in your hands.
