Quick Study: Are ‘Pollinators’ the New Queen Bees of the Internet? Execs Say Social Media Is Critical for Business Success


â–¶ Forget Influentials, Try Pollinators: According to a new study of online influencers by Martini Media and Added Value, there’s a new class of über-influencer online called “pollinators”—defined as 20% of the Internet population with disproportionate buying power—who prioritize niche Web sites that focus on their passions. The study identified five actions that determine a person’s degree of influence online: sharing opinions on passions; making recommendations on products; trying products first; posting in online forums; and blogging about interest categories. Whereas influentials—some 45% of the Internet population—do two of the five things, pollinators do them all. Other findings: • Pollinators are more actively engaged as their interests get more expensive. • Brands are personal for pollinators, who spend more on their passion areas. They’ll buy a product for the statement it makes, as many believe that “brands are part of who I am.” • Once they buy, 64% go out of their way to tell others how good the product is, and 74% say a good ad is worth talking about. Source: Martini Media/Added Value â–¶ Social Business No Jive: PR’s role in proving the worth of social media to top execs may go by the wayside, as a study by Jive Software finds that 78% of executives surveyed recognized that having a social media strategy is critical to the future success of their businesses. Specific findings include: • 62% of executives cite the potential to achieve “better customer loyalty and service levels,” and 57% anticipate “increased revenue or sales” as a result of implementing a social media strategy. • 83% of executives leverage at least one social network for work use. • However, just 17% of executives think their companies are “ahead of the curve” in terms of adequate adoption of a social strategy. PRN Source: Jive Software

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