Culture and Channel Benefits
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13.5.1 (Source: Onalytica)
LinkedIn is a good platform for B2B influencers, while Twitter is an effective channel to influence the news media. High volume community engagement easily allows for immersing yourself in conversations in real time.
Step 3
After determining the right target market and social media channels to use, the next step is to try to identify and find influencers that this target market will trust. The target audience must trust and respect the opinion of the influencer in order for the strategy to be successful. It’s important to keep in mind that different demographics may prefer different types of influencers over others. For example, YouTube stars demonstrate more influence over teenagers when compared to mainstream household celebrities like Taylor Swift. (O’Neil-Hart & Blumenstein). Data from Twitter show that people aged 45 and up prefer celebrities as influencers.
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Chapter 13: Influencer Marketing wit...
Learning Objectives
1: Influencer Marketing
2: Social Media Influence...
3: What Makes a Good Infl...
4: Benefits of Influencer...
5: Creating a Social Medi...
5: Creating a Social Medi...
6: Influencer Marketing S...
Glossary
Chapter 13 Quiz
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Expert Sessions
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Chapter 14: Employee Advocacy
Chapter 15: Social Media Policies and ...
Chapter 16: Social Media Advertising
Chapter 17: Social Selling
Chapter 18: Social Media Analytics and...
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Messages are implicit and often highly coded in:
Low-context societies
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