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.

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