Similar to Malcolm Gladwell's Tipping Point, which detailed how brands "made it" with social interaction, Forrester Research has their own analysis, and "types" of influencers. According to Forrester, it's Social Broadcasters, Mass Influencers and Potential Influencers. And they go on to add in a hierarchical approach...
And the story continues...
Just with a glance at the information, one could argue for a whole new thinking to social marketing. I imagine layering on strategies which I described in earlier blog posts. My point with these posts was for a differing engagement concept, and one that addressed the Participant, or one that wants to use something for the social good. The Watcher, or one that will happily "review" what is going on, but not participate. Finally, the Ideator, or one that will inform others of the "great things" going on, but not participate, or watch, but mainly realize the concept, think it is a good idea and then move on...Each of the three types of influencer is important to marketers, and each must be engaged in a different manner. Social Broadcasters are appealing because of their large followings, but they tend to assist more with awareness than with preference. Mass Influencers is a new category of influencer--28 million in number in the U.S. alone--created thanks to the scale afforded consumers by social media tools. (I'll be sharing more about Mass Influencers in my next Forrester report.) Finally, the vast majority of social media participants are Potential Influencers, people who have modest networks rich with trust.
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