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Peer Influence Analysis Informs SMM Strategy

Posted on 4.19.2010

Research company Forrester released an analytical framework today designed to aid marketers in reaching social media influencers and scale their WOM (word-of-mouth) marketing efforts.

From the release: Peer Influence Analysis gives marketing and strategy professionals insight into the demographics and behaviors of what Forrester calls Mass Influencers — the army of social influencers who generate the majority of impressions and opinions about a company’s products and services.

Those Mass Influencers Forrester estimates were responsible for more than 500 billion consumer-generated brand impressions.

“Social media has created a new type of influencer — one defined not merely by number of friends or frequency of dialogue but by both,” said Forrester Research Senior Analyst Augie Ray. “Brands can succeed with Mass Influencers by creating programs that energize large numbers of these enthusiasts. The challenge is that marketers do not and cannot know the identity of the vast majority of their Mass Influencers. Thus, they need ways to reach them en masse, not individually.”

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