The Knowledge

Forrester Research launch report for interactive marketers.

Read about the Peer Influence Pyramid, which describes and shares recommendations about three types of online influencers: Social Broadcasters, Mass Influencers and Potential Influencers.

Each of the three types of influencer is important to marketers, and each must be engaged in a different manner.  Social Broadcasters are appealing because of their large followings, but they tend to assist more with awareness than with preference. Mass Influencers is a new category of influencer–28 million in number in the U.S. alone–created thanks to the scale afforded consumers by social media tools. (I’ll be sharing more about Mass Influencers in my next Forrester report.)  Finally, the vast majority of social media participants are Potential Influencers, people who have modest networks rich with trust.

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By Augie Ray, Forrester Research, Feb 27 2010