Influencers and how to become one yourself

Influencers: The Stakeholders who own you and the Stakeholders you can lead

 

When living our lives no matter whether as individuals or as a part of organizations and the business we often make choices or have opinions which do not represent who we truly are. Sometimes we “catch” ourselves making those unnatural steps but most of the time we become unknowingly who our choices make us. The reason is that we are not born free. We are limited in so many ways by laws, culture, education, religion, etc. that we have grown up used to the idea that we must obey the rules.

Rules are indeed very important, if not the very core of society in all its forms. However, growing so obedient we have become slaves to many more rules than it is necessary in reality. Examples can be fashion, music, group rituals, diets, exercise, lifestyle in general, etc.

You will probably ask why we buy certain clothes or go to a certain club? You will not be the only one. Every business no matter how big or small wants to know that.

We do so because we are “told” so. Among us who obey there are also the so called influencers. Those are individuals who are a part of the groups to which we belong and who do not always stay ahead and behave as leaders. Those are simple people who speak the language of the crowd and understand its mechanisms. Of course, influencers are also often also public figures who beforehand have groups of followers.

Influencers are important for business from two points of view – as possible promoters/anti-brand activists and as trend creators. In the first case we talk about marketing efforts or restoring brand communication. Needless to say, this may mean the success or the failure of a brand. In the second case we talk about researching and detecting future trends predicted by behavior of influencers. Using this method can help channel the business efforts in the right direction.

This is also the reason why companies try to attract influencers as their employees or as their loyal consumers. But they fail to understand that being an influencer by “buying” an influencer’s voice is not the best practice. The reason is both that public figures are overused as corporate faces and “private” influencers are often individuals who succeed as such thanks to their strong, honest voice rooted in SOME principles. That is to say that there are no universal influencers. Somebody who is known as knowledgeable in nutrition will without a doubt be as useless to McDonald’s as they would be to Siemens if they start promoting hamburgers after swearing off all fast food throughout all their lives.

There are of course many “sneaky” ways to include an influencer’s voice in the corporate marketing but one should always beware that if an influencer is used in an attempt to manipulate the public and this information is leaked out of the organization great damage might be expected brand-wise.

The truth is that the times of manipulation are over. The only winning strategy for a company is to answer the demand, be honest and responsible. Getting the attention of influencers depends on a company’s ability to predict trends and act on them, cooperate with the public and always be a step ahead of competition.

This is the only way a company can become an influencer itself. However, besides being a market leader one way or another, the company should understand what makes one an influencer – a strong honest voice, rooted in clear principles. Companies need to understand that if they have a stand there will be somebody who will want to listen. And follow.

Bloggers, social networkers and the new communication reality

Why propaganda and manipulation do not work?

Even though nowadays we talk about communication more in a business sense in Europe now and then it is necessary to get back to the origins. What if free communication is prohibited?

In Bulgaria now we are observing horrible antidemocratic processes where the government is disregarding the mass protests against it and is manipulating the media to confuse the masses. As much as we should be alarmed by the old communistic practices coming back to life there is hope. And in the same time a warning to everybody who decided to control the masses again.

We observe that Bulgarians use heavily the social networks to form communities, share causes and news and organize activities, using hash tags, informing and inspiring each other. In Bulgaria I have been witness to anti-governmental protests before and I have seen the need for a leader who organizes the masses. This is not the case anymore.

Even though no one can deny that leaders of opinions will always lead the public now there is a new way for the true leaders to come ahead. Before you needed to be a public figure. Today you need good hash tags.

Even though it should present the ultimate weapon against censure it has its upsides and downsides. It also allows for mass manipulation by experienced communicators. It also allows literally everybody to say their opinion and to be honest I believe that there are many opinions that should never become public. The reason is that in turbulent times the public might be more perceptive to more radical ideas which could dangerously lead to the country or the mass opinion being defined by the lowest class.

However, more importantly, politicians just like every business around the Globe should acknowledge that the time has come to listen to the public. As there is no way to stop the development of Internet communities and movements without totally abandoning the principles of democracy. The truth is that politicians have just been too slow realizing the grown power of the people. They are still living in times where they disseminated information. But today it is the time where information almost disseminates itself.

The real question which both businesses and politicians should ask themselves is:

Is it still possible to disregard the voice of the public and what will it cost us?

The answer is pretty simple: It will cost you everything. For a business it will be a slow but sure death being attacked by displeased consumers. Just check out what is happening around the world with Russian vodka. For a government it will mean loss of reputation, international sanctions and discredited image of the country. Which will surely lead to fewer tourists, fewer contracts, etc.

So the logic question would be: Is it worth it to disregard the public?

The answer is again very simple. As long as there are bloggers, opinion leaders and social networkers it will mean your failure not to listen to the public. Welcome to the new reality.