Gartner Research

Build an Influencer Social Marketing Program That Delivers Results

Published: 26 July 2017

ID: G00331606

Analyst(s): Jay Wilson


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
  • Key Challenges



  • 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

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