Understand the Impact of Different Types of Online Influencers

By Shiv Singh, Stephanie Diamond

When you develop SMM (social media marketing) campaigns, you hear that engaging influencers is a key part of the process. This advice is not as simple as it sounds, however. There are different types of influencers, and depending on what you’re trying to accomplish, you need to carefully pick your targets. Here are some types to consider:

Type Description Purpose
Expert influencers People who wield influence by virtue of their expertise or
professional position
To establish a line of communication with people who will have
an ongoing commitment to working in your topic area
Referent influencers People who make referrals to your customers because they are
part of their social graph (for example, followers on
To create an awareness and interest in your products among
people who recommend products to their network
Positional influencers People who make up the inner circle of the customer To create a loyal advocate for your product who will sell it to
their closest friends and family