Maximizing Digital Influence

A research study conducted by MS&L identified key behaviors of online influencers and outlined the following program for maximizing the digital influence they have over audiences:

1. Understand influencers' motivations: High level of interest, sense of responsibility, joining the green movement, offline triggers

2. Know where to find them: search engines and portals, general news media sites, Web sites of publications

3. Understand what they share and the sources they gather from: news media sites, Web sites of publications, nonprofits, academic sites

4. Create content that resonates: green living, energy conservation, local and global environmental issues

5. Tailor content to their audience: friends and family, colleagues, classmates

6. Tailor content to sharing methods: verbal, e-mail, etc.

Source: MS&L

For more on this Quick Study, see the January 19, 2009 issue of PR News.

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