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Thursday, March 27, 2014

Best Practices in Social Influencer Marketing

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



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