WINTER 2022 3 SOLUTIONS Word of mouth has long been one of the most valuable forms of marketing, since potential customers are highly receptive to recommendations from a person they know and trust. In today’s world of digital relationships, word of mouth extends far beyond recommendations from friends and family into the realm of social media influencers. What is a social media influencer? It’s someone, whether famous or a “regular person,” whose Tweets and posts impact the consumer choices of their followers on social media. They range from celebrities with millions of followers to micro-influencers with thousands of followers. Influencer marketing is a powerful tool. Research from Twitter shows that 49 percent of consumers seek purchase guidance from social media influencers, and 20 percent said that a Tweet from an influencer inspired them to share their own product recommendation. Even more important for marketers, nearly 40 percent of Twitter users said they had made a purchase as a direct result of an influencer’s Tweet.1 If you’re interested in exploring the use of a social media influencer as part of your overall social media strategy, consider these factors: Relevance: The influencer is sharing content and developing a following relevant to your business and the particular market segment you want to target. Reach: The number of people you could potentially reach through the influencer’s follower base that would bring value to your business. Resonance: The potential level of engagement the influencer can create with an audience that’s valuable and relevant to your brand. Before you reach out to a potential social media influencer, who could possibly be found among your current fans and followers, determine what actions you’re requesting. You might, for example, give a free product or service in exchange for a posted review. Keep in mind that consumers want authenticity from the brands they choose, so make sure the social media influencer actually uses that product or service so the content will be more engaging. What’s more, since this is ultimately about building strong, lasting relationships, strive for strategies that are mutually beneficial for your business and the social media influencer. 1 www.ion.co/twitter-has-released-a-report-showing-consumers-seek-product-recommendations-from-influencers-almost-asmuch-as-they-do-from-friends WHO’S MINDING YOUR BUSINESS? Mike Moore Combination Technician Mike Moore joined the team at Panora Telco in April 2000, bringing with him experience in underground construction. He soon completed one year of college courses specially designed for telecom industry employees. As the main Combination Technician for Panora Telco, Moore’s two decades of work in the field are invaluable. His primary responsibility is to install the underground drops to the new houses in our service area. In addition, he locates the existing underground facilities and does installations of our communications services. What does Moore enjoy most about his job? He replied, “The group of people I get to work with at Panora Telco. They’re great.” Moore and his wife of 30 years have two adult children and two grandchildren. “When I’m not working, my favorite thing to do is spend time with my family,” he said. Social Media Influencers Impact Purchases
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