Clients of all shapes and sizes are working hard to fully grasp the concept and application of influencers. Can a traditional reporter at the Wall Street Journal be an influencer? Can a vertical industry analyst be an influencer? What about a hobbyist developer in Cleveland, a mom in Reno or a scientist at Harvard – can they be influencers?

The answer to all three, sometimes surprisingly, is yes. All of those people can be influencers. But if an influencer can come from anywhere, how do you find them? That answer pivots on the full understanding of who a particular influencer really is. Here’s the good news – through data and rigorous analysis, we have a better understanding of the true online influence someone wields like never before.

The relative online Influence of an individual is made of a few key components. Using data, we can understand how these elements combine to create a 360-degree picture of an influencer, and how they might be the right person to engage with for a brand.

SHIFT has created its READ framework (Reach, Engagement, Alignment, Data) to better measure the current and potential value of an individual or group of influencers in PR and marketing strategy.

In our latest Marketing Insights whitepaper, PR and Influencers: A Better Way, we outline the continuing value of influencers to a PR program, and how to better research, identify, prioritize and measure your engagement with influencers to drive your brand forward. You can download the white paper for free here.

Derek Lyons
Senior Vice President


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