Best Practices in Social Influencer Marketing
Social influencers have been around as long as society
itself. A study on the 1940 U.S. Presidential election by
sociologists Paul Lazarsfeld and Elihu Katz revealed that
voters were more inclined to listen to the opinions of local
leaders and political commentators than speeches made
by the candidates themselves. In a subsequent book1,
Lazarsfeld and Katz introduced a two-step communication
model which shows that ideas flow from mass media
to opinion leaders, and then to a wider population. The
opinion leaders themselves gain their influence through
more elite media, as opposed to mainstream mass media.
Today’s social media fits this model precisely
'via Blog this'