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BizReport : Social Marketing : April 08, 2008

Pollara: Influencers may not be influencing

A recent study from Canadian research group Pollara may have some social marketers rethinking their game plan. According to the study, the so-called Influencers of social media may not be as good at influencing other users as originally thought.

by Kristina Knight

According to the research, those active in social networks say they trust the opinions of friends and family (80%) more than the opinions of popular bloggers or vloggers. Only about 20% of study respondents said they were influenced by popular bloggers.

"This shows that popularity doesn't always equate to credibility," said Robert Hutton, executive vice president and general manager at Pollara. "Marketers might have to reconsider who the real influencers are out there."

This research doesn't mean, however, that pay-to-blog ad resources should be ignored. There is still value in the number of quality links to marketer websites and product pages. However the real influence of the bloggers should be questioned. It could be that the links they provide are much more helpful than the blog-posts they write for the product.

Though the influencers may not be having a huge impact on product sales, that doesn't seem to be slowing them down. According to the study more than half of the respondents said that social tools (blogs, communities and social networks) were very important in their daily lives, especially when it comes to researching products.

Tags: paid blogging, social marketing, social networks

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