Build an Influencer Social Marketing Program That Delivers Results

Archived Published: 26 July 2017 ID: G00331606


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Influencer marketing is an increasingly popular component of social marketing, offering new sources of content and greater potential reach into desired audiences. To succeed, marketing leaders must identify the right influencers and performance metrics, while adhering to evolving program protocols.

Table of Contents

  • Introduction
  • Analysis
    • Choose Influencers Based on Their Reach, Relevance and Resonance
      • Determine Your Influencer Type Based on Your Desired Audience
      • Determine Your Influencer Role Based on Program Goals
    • Identify Tools, Techniques and Metrics to Track Effectiveness
      • Select the Right Success Metrics for Your Program and Goals
      • Align Tools and Techniques to Track Success Metrics
    • Coordinate Efforts Across Internal Teams, Agencies and Partners
      • Internal Teams
      • Agencies
      • External Partners
  • Case Study
  • Gartner Recommended Reading
© 2017 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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