Gartner Research

Build an Influencer Social Marketing Program That Delivers Results

Published: 11 December 2015

ID: G00277427

Analyst(s): Jennifer Polk , Jay Wilson


Influencer marketing is a key part of social marketing that spreads the word about your brand and shapes audience beliefs and behaviors. Social marketers should choose influencers based on three factors — reach, relevance and resonance — to establish or reinvigorate influencer marketing efforts.

Table Of Contents
  • Key Challenges



  • Choose Influencer Types Relevant to Your Business
    • Types of Influencers
    • Three Factors Affecting Influence
  • Determine the Role Your Influencers Will Play in the Customer Journey
  • 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

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