Page 293 - Social Media Marketing for Dummies

But locating your positional influencers also means that you need to design your
website or your presence on the social platforms to encourage your customers to
reach out to those influencers. You need to include the built-in share functionality
that most blog platforms have — that is, functionality that lets users take product
information from your blog and socialize it with their influencers. You can allow
users to share your blog info as shown in Figure 18-2.

FIGURE 18-2:
Social media
share
functionality
in use on
a blog.

Offering friends and family incentives

When talking about social influencers and the role they play in brand affinity and
purchasing decisions, you can easily forget that many marketers have been
practicing these concepts in the physical world for decades. One of the most
popular examples of reaching out to social influencers is in the form of “friends
and family” incentives. For example, AT&T has a special family plan for its mobile
phone service. If your whole family uses the service, you get discounts on the
monthly plan.

CHAPTER 18 Accounting for the Influencers 277