Influencer Marketing Not As Relevant Today?

Katie Paine commented on the keynote session with Richard Binhammer at the New Comm Forum, and how Richard described how Dell's focus was on customers, not influencers. Also, Nick Hayes discussion with Paul Gillin mentioned customers buy products not influencers. Katie suggested that social media is coming of age by this focus on customers.

Not sure about social media coming of age, when you think about forums and the length of time forums have been around.

I think the issue of influencer marketing is interesting. Maybe it is like the difference between the two definitions of blogger relations, one is similar to media relations and you pitch, and the other is all about conversation.

To me the Dell story and the Red Cross case study as well is that organizations really want and need to talk with customers. Knowing who to talk with takes narrative analysis and also sentiment analysis of a post, companies respond to people because of what they are saying, and because they are customers, rather than responding because a company believes a lot of people may be following them.