Online Influencers

What is an Online Influencer?

A person, character, group, website, social media personality, or journalist who uses an online medium to portray a thought or idea, that induces a feeling that changes your views, perception or paradigms that cause’s individuals to take action, make a change, or make a decision.

Pretty Vague, huh?

There is a lot to think about when we think about who or what an online influencer is. It can be easy to identify online influence with popularity, but it is more than just that. Just because Asthon Kutcher has millions of followers, doesn’t mean that when he tweets about eating breakfest it inspires you to take any type of action. Twitaholic shows the most active twitter users; however this does not indicate their influence.

A method of determining influence is Klout. What is Klout? The website defines it as, “The measurement of your overall online influence. The scores range from 1 to 100 with higher scores representing a wider and stronger sphere of influence. Klout uses over 35 variables on Facebook and Twitter to measure True Reach, Amplification Probability, and Network Score.” Klout uses clicks, retweets, comments, thumbs up, likes, etc, to help determine a score.

Why do we care about Klout?

This is a tool which can help us differentiate between a popularity contest and the opinions that people trust. Klout is also a metric. It helps put a numeric value on influence so we can better understand what it all means.

Who do we consider to be online influencers?

Some well known examples are: TMZ, Perez Hilton, Ellen Degeneres, Lady Gaga, CNN, Martha Stewart, and so on. Note: All these people have a klout score greater the 50.

Online influencers according to The Influence Project (from:

1. Jeremy Schoemaker
2. Shefqet Avdullau
3. Tod Sacerdoti
4. Cory Boatright
5. Greg Clement
6. Frank Kovacs
7. Sebastian Saldarriaga
8. James Dunn
9. Richard Lee
10. Pace Lattin

If you would like to read more about how to determine online influence, Mashable has an article: HOW TO: Measure Online Influence.



Social Media Marketing Plans

There are so many small businesses who are beginning to see the importance of integrating social media into their marketing efforts. The problem is that some business owners don’t know where to begin, and/or can’t afford to hire someone to do it for them.

It is better to thoughtfully plan out how to use social media, versus just diving into it without properly planning what you need it for, how you will maintain it, and what channels you will use. Using social media can bring your business to a new level, and developing a social media marketing plan ensure a successful launch.

Creating a social media marketing plan doesn’t have to be difficult. By following a template it can be easy to develop a social media strategy. To view an example of a template, Click Here.


What Makes an Ad Campaign go Viral?

Going Viral, arguably one of the biggest key success factor in Ad campaigns. There are some specific Ad Campaigns that have been wildly popular:

Old Spice



Why were these so successful? After speaking to some fellow students, we all agreed on some basic concepts: Humour, originality, relatablity, celebrity endorsement, research, and sometimes, the shock factor.

Another blog talks about this very topic. It lists 5 key factors: Takeaways, Relevance, Controversy, Humour, and Purple Cow. Takeaways, is a factor that I hadn’t considered before. It states that ads that have “tips” or information that can be immediately applied to real life, would be more successful due to the fact that it engages the audience.

Social Times has an article, “10 Tips for advertisers to go Viral.” My favourite tip is, “Think about long-term strategy,” it uses Old Spice as an example, and discusses how developing multiple videos with one character or concept, encourages customer interaction, which promotes longevity in the campaign.