The buyer’s journey has changed. Consumer purchases are reviews driven at websites like Amazon and Yelp. More than two-thirds of millennial consumers value peer endorsements over those by celebrities (source: Collective Bias). Brands not using social media influencers to jump-start word-of-mouth recommendations may be missing opportunities.
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The good news is that celebrities are not the only people wielding online influence that brands can leverage. Small to mid-sized businesses can afford influencer marketing—they just need to find the right influencer for the right price–and many times the “price” might not require a monetary exchange. That’s just one of the actionable takeaways from social media consultant Neal Schaffer’s new book The Age of Influence: The Power of Influencers to Elevate Your Brand (HarperCollins Leadership; March 17, 2020 – http://ageofinfluencebook.com/).
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As a trusted international social media marketing speaker, educator, consultant and agency founder, Schaffer draws on his more than a decade of experience advising companies large and small on social media strategy, running campaigns, and being hired by brands as a social media influencer. His unique experience representing both sides of influencer marketing provides the reader a deep perspective. He gives readers the history behind the hashtag, putting the development of social media influencer marketing into context. Readers learn how it’s changed marketing, and how brands and businesses can—and should—leverage it.
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