August 11, 2011

Rethinking social media and influence: A Q-and-A with Technorati Media’s Charles Black

“Some of the most successful approaches we see are from brands that build relationships with up-and-coming bloggers, and amplify that content via social networks and media distribution.”

IAB’s SmartBrief Blog interviewed Charles Black on everything from social media scalability to influencer strategies and measurement. Here are some takeaways:

Distribution is paramount: one of the biggest challenges in social media is that it can require a tremendous amount of resources to start these conversations, engage, and react or effect change when needed. So you have all of this incredible value happening, but many times it’s happening in some small corner of the Web. We (and others) can help you get those social messages out across the open web.

Look beyond the Technorati Top 100: These bloggers are on everyone’s list, so it can be challenging for a brand to break through amidst all of the noise. Mid-tail bloggers will typically have a closer relationship with their audiences, so while the reach is smaller the influence is greater. Some of the most successful approaches we see are from brands that build relationships with up-and-coming bloggers, and amplify that content via social networks and media distribution.

You can read the full interview here.

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